Chennai: Learn about AIDS – Listen to Radio Mirchi

[Guest guest]

Know about HIV – Learn about AIDS – Listen to Radio Mirchi

Media News, Chennai, August 03

Radio Mirchi, Chennai’s most popular radio channel, in association with Heroes

Project, the largest nongovernmental public service campaign in India and the

Satyam Foundation, the Corporate Social Responsibility Arm of Satyam Computer

Services Ltd launched a one-of-a-kind month long initiative called ‘HIV Pathi

Therinjikko - AIDS Pathi Purinjikko’

Spearheaded by Heroes Project, the campaign was conceived to dispel myths and

misconceptions that prevail in the minds of people even 20 years into the

epidemic. The purpose of this unique initiative is to address some of these

issues directly and provide the right answers to questions.

This campaign witnesses the coming together of the corporate and NGO world with

the Tamil film industry on an entertaining platform like radio. All elements

thus combine to strengthen the cause of HIV/ AIDS awareness.

Using the strengths of radio as a medium, the campaign will roll out in two main

segments. To enable wider connect with the listeners, ‘Radio Mirchi’ style

messages will be disseminated throughout the day addressing issues from care and

support to stigma and discrimination.

The key highlight of the campaign is the celebrity quiz. For two weeks, every

day, starting August 6, 2007, a new question will be asked by a different

celebrity on HIV/AIDS, thereby addressing myths and misconceptions related to

the issue. Answers will be invited through SMS and prizes for the winners will

include T-Shirts with HIV/AIDS messaging personally autographed by the

respective celebrity. The initiative will involve a number of celebrities from

the Tamil film industry like Kamal Hassan, Sharath Kumar, Radhika, Kushboo,

Madhavan, Gouthami, Revathi and Vivek among others.

In addition to the messages given, a helpline number (044 2534 5555) will be

provided so listeners can call for further information. The helpline, manned by

PSI Saadhan, provides HIV/AIDS/STI information, counselling and referral

services.

Speaking on the initiative, Vinita Sidhartha, State Director Heroes Project

said, “HIV as an issue continues to be surrounded by misconceptions. In Chennai

especially, although awareness of HIV is high, misconception-free understanding

is still not widely prevalent. By mainstreaming the issue and providing an

entertaining platform, together, with proactive involvement from the top

celebrities, Radio Mirchi, Satyam Foundation and PSI Saadhan, this program

expects to address these myths head on.”

Satyam Foundation has partnered with the Heroes Project to sponsor this

campaign. The Red Ribbon Clubs formed by them fronts their activities related to

HIV/AIDS. As the campaign pans out, a Radio Mirchi SJ (Satellite Jockey) will be

interacting with people at Satyam to understand their efforts on the issue.

A spokesperson from Satyam Foundation remarked, “Satyam is perhaps the first

Indian IT company to formulate a workplace policy on HIV/AIDS. It has done away

with HIV testing for candidates selected for jobs in its various software

development centers and maintains complete confidentiality in case of those who

are positive.”

Radio Mirchi’s Station Director, Mr. Mahesh Shetty overwhelmed by the response

from the celebrities said, “We are really touched to see the spontaneity with

which all these celebrities came forward to support a cause like this. Being one

of the leading radio channels we thought it our responsibility to spread the

message across and address issues of importance to the public. We are indeed

happy to be partnering in the Heroes Project for this initiative”.

For further information, please contact:

Rimmi Harindran

Heroes Project

Mobile: 98193 11924

Email: rimmih@...

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