Gain From AIDS Gyaan Contest!

November 22, 2005

Dear All,

Heroes Project, Star TV launch first of its kind HIV/AIDS SMS contest in

association with Radio Mirchi!

‘Gain from Gyaan’ to run from 22nd November to 31st December ’05 on 7827

Heroes Project and Star TV Network in association with Radio Mirchi have

launched an SMS contest centered around HIV/AIDS on Star’s shortcode number

7827. Titled ‘Gain from Gyaan’ the contest will run till the end of the year

with Heroes Project hampers to be won everyday.

The contest, a first of its kind in India, is a short term tactical drive to

increase awareness and normalize the issue in a way that’s new, relevant and

engaging for the youth through a medium they are comfortable and familiar with.

The initiative aims to target the 15-24 years age group which accounts for about

35% of all new HIV infections in the country today. This audience is young and

vulnerable to the infection. Given our societal fabric and cultural norms not

many can avail of the information from their elders without facing chastising

questions from those around them. And the cell phone as a medium has the

potential to provide easy access to life saving information for the young

generation.

The contest is designed as an automated multiple choice quiz and can be accessed

through Star’s 7827 menu. The quiz consists of 5 questions that a user has to

answer one by one. The questions not only test HIV/AIDS awareness but compel the

user to reason on the issue. While a correct response allows the user to move on

to the next question, in case of a wrong answer he/she can try again until they

get it right. Three lucky winners get selected from the pool of completed

entries, everyday.

So bring out those cell phones, SMS ‘AIDS’ to 7827 and play the Gain from Gyaan

Contest, today!

Regards,

Nidhi Dubey

Heroes Project

Godrej Industries,

Research Center, First Floor,

Vikhroli (E), Mumbai- 400079

Tel: 022-25194713, 14

e-MAIL: <nidhi95@...>

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