The Heroes Project launched in July 2004, is a national initiative in India that uses media and societal leaders to address HIV/AIDS. It was launched by Richard Gere and Parmeshwar Godrej and is conducted in partnership with the Kaiser Family Foundation and the Gates Foundation’s Avahan Initiative. Heroes Project seeks to harness India's communication power and potential to address the spread of HIV/AIDS and reduce stigma and discrimination, by influencing public perception and policy through two platforms: mass media and advocacy. It correspondingly works through two avenues in its initiative: a mass media campaign and a societal leaders program.
The Heroes Project mass media campaign uses a number of avenues to raise awareness about HIV/AIDS in India, including public service announcements (PSAs), online and print content, television and radio entertainment programming, as well as educational events.
Heroes Project Media Partners
The Heroes Project works with media companies to get key messages on HIV/AIDS out to the general public. The Project works with a range of media, including broadcast and print, to reach a wide segment of the Indian population with HIV/AIDS messages. The campaign aims to include targeted television and radio public service messages, integrated messages in TV shows, and news and documentary reports. All public service messages are supported by informational materials such as a campaign website as well as HIV/AIDS basic facts via text messaging.
Heroes Project Resources
