Bollywood Joins CCP in the Fight Against AIDS

CCP has enlisted the help of several famous Bollywood stars to promote messages about HIV testing, prevention, and care for pregnant women and children in India. Sushmita Sen (Miss Universe 1994 and actress), Jackie Shroff (actor), and Anil Kapur (actor in Slumdog Millionaire and 24) have all starred in television spots which have been aired over the past three years on national, cable satellite, and local stations, and viewed by millions of people across India.

A new spot on stigma in the workplace will be premiered on World AIDS Day staring Mr. Pawan Malhotra, another famous Bollywood actor.

In addition, award-winning Indian lyricist Gulzar and popular singer Shaan wrote a song and produced a music video targeting Indian youth to spread awareness about HIV/AIDS. The song was adopted as the National AIDS Control Organization’s (NACO) theme song. It received a Finalist Certificate at the 2009 New York Festivals International TV and Film Awards.

Phase II of the HIV/AIDS Technical Assistance Associate Award in India is a four-year, USAID-funded project under the Health Communication Partnership. CCP is providing technical assistance to the NACO and State AIDS Control Societies to develop a communication response to HIV/AIDS that includes both mass media and advocacy strategies. The television spots and music video are part of a national campaign to increase awareness of the services available at the Integrated Counseling and Testing Centers across India and generate demand for these services.

TV spot starring Sushmita Sen on AIDS awareness

TV spot starring Anil Kapur on HIV testing.

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