On 28 October 2004 a special lunch under the auspices of "RUSSIAN AND AMERICAN STARS ARE GETTING INVOLVED INTO THE COMBAT AGAINST THE SPREAD OF AIDS/HIV" program took place at "des Artistes" cafe, Moscow.

On 28 October 2004 a special lunch under the auspices of "RUSSIAN AND AMERICAN STARS ARE GETTING INVOLVED INTO THE COMBAT AGAINST THE SPREAD OF AIDS/HIV" program took place at "des Artistes" cafe, Moscow.
The leader of the Time Machine music band Andrey Makarevich and Hollywood star Richard Gere brought together over 25 Russian movie, television, theatre and music celebrities to continue a joint fight against AIDS/HIV epidemics spread in Russia. This event was organized by the Transatlantic Partners Against AIDS (TPAA) nongovernmental organization in association with Bristol-Myers Squibb in the framework of the "Future without AIDS" project which is being implemented under support of "Mikhailov & Partners. Strategic Communications Management" Agency.
The celebrities who participated in the event included a pop singer Cristina Orbakaite, an NTV TV-channel and "Serebryany dozhd" radio station anchor-man Vladimir Solovyov, a famous Russian actress Olga Ostroumova, and a film director Andrey Rudensky. The participants defined particular ways of using their position in the society in order to transmit the information about the necessity of preventive steps to the young people and other segments of population most exposed to the risks of becoming infected with AIDS. These ways include:
  • Appearing in social advertisements in the framework of mass media campaigns devoted to AIDS prophylactics and also aimed at easing discrimination and biased attitude towards people infected with AIDS/HIV;
  • Participating in special events (movies, concerts, TV shows, public performances, exclusive interviews) aimed at increasing awareness of the general public and drawing attention to the problems of AIDS/HIV;
  • Preparing programs of bigger scale, including documentary films or interviews on the subject of AIDS/HIV;
  • Creating informative material (musical compositions, pieces of art and poetry), that can be used when disseminating messages about AIDS/HIV preventive measures without observing the copyright.

The participants highlighted the vital role of celebrities adhering to an active social position in fight against prejudices towards HIV-infected people and their discrimination. To provide activity coordination and long-term stability of the results, the members agreed to act as organizers of "The Celebrities Working Group to Combat AIDS/HIV" and charged TPAA with obligations to coordinate its work in association with Bristol-Myers Squibb and other partners.
"If we succeed in presenting people the real situation at simple and understandable level, in dispelling false fears and in opposing the negative attitude towards HIV-infected people who are taken as leprosies today - it will all ready be a lot",- said Andrey Makarevich, the Time Machine music band leader. "In association with Bristol-Myers Squibb Company we have initiated the "Future Without AIDS" movement and we will do our best to continue this work. I

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