Important note: Information in this article was accurate in 2004. The state of the art may have changed since the publication date.
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Miami Herald - July 9, 2004
Richard Gere launched his new HIV/AIDS prevention campaign in India's financial and entertainment capital, using Indian film and sports stars to convey a safe-sex message.
The Heroes Project is the latest initiative by Gere, who over the past year has become a vocal campaigner against HIV/AIDS in the region, identifying AIDS awareness and care projects that need more funds.
India has 5.1 million HIV-positive people, the world's second highest number of infections after South Africa, according to a report issued Tuesday by UNAIDS.
In the campaign's first TV spot broadcast Wednesday, India's star cricketer Rahul Dravid put on his helmet and warned: "Don't take chances with AIDS. Protect yourself and others."
Future ads will be more direct, Gere told The Associated Press.
Celebrities will "pick up a condom and talk about it," the 54-year-old actor said. 'They'll say, 'Please use it. You gotta protect yourself, you know about this disease. Use a condom.' " Anti-AIDS campaigns in India are rarely so candid.
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