The Heroes Project is a three year national initiative launched in July 2004 to work with media organizations and societal leaders in India. It seeks to develop coordinated campaigns to address the spread of HIV/AIDS and reduce stigma and discrimination by educating the public and advocating for a change in policies.
The project had its beginning in a fund raising event for pediatric AIDS jointly organized by Richard Gere and Parmeshwar Godrej, called ‘A Time for Heroes, India’. The event, held in December ’02 was hugely successful and brought together Indian media, entertainment and business houses which committed to use their combined strength to advocate on issues related to HIV/AIDS.
India, with its population of over one billion people, is poised to suffer from the world’s largest epidemic if timely intervention is not taken. India’s mass media, which incidentally has the highest volume in the world, provides an unprecedented platform for building consensus and promoting action. (Click here to read more about the Heroes Project)