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WASHINGTON, DC, June 29, 2004 — PSI's YouthAIDS Project combined Hollywood glitz and Washington gusto to the benefit of PSI's mission on June 7 with a trio of events centered on YouthAIDS Global Ambassador Ashley Judd that raised awareness and funds for PSI programs. YouthAIDS is the cause-related marketing division of PSI and works with artists, actors and celebrities to promote healthy and responsible sexual behavior among youth, empowering them with the positive messages and information to protect themselves from HIV/AIDS. YouthAIDS also provides a platform for corporations to contribute to the fight against HIV/AIDS and funds raised go to support PSI's youth HIV/AIDS prevention programs. The evening, which marked the premiere YouthAIDS event in the nation's capital, featured a special screening of Ashley's new film "De-Lovely," a private dinner with Washington movers and shakers and a reception commemorating the opening of the Kiehl's Georgetown store. Judd presided at all three events. Eight hundred people attended the screening of "De-Lovely," a musical portrait of legendary American composer Cole Porter starring Ashley and Kevin Kline and directed by Irwin Winkler. MGM, which produced the film, donated a majority of the costs associated with the screening. "De-Lovely" opens in theaters across the country starting July 23. The screening was preceded by brief remarks by Judd. "YouthAIDS and its parent organization Population Services International are implementing programs that are already having an impact" she told the audience. "I commend the PSI staff here tonight who use marketing techniques, not only to reduce HIV infections, but also to promote family planning, malaria prevention, safe water and nutrition." "As YouthAIDS' global ambassador, I have the amazing opportunity to travel with Kate Roberts [Director of YouthAIDS] and her team to Cambodia and Thailand [for the International AIDS Conference] where I will see YouthAIDS in action and meet the young women and men their programs serve. Kate tells me that it's going to be a tough, tiring, heart-wrenching trip that will change my life, and I expect nothing less. But given the quality of YouthAIDS programs and the beauty of Asia, I expect to be inspired, filled with hope and most importantly, motivated to do more about this disease." Ashley then hosted a private dinner where she dined with luminaries such as Sen. John Breaux, Bill Rancic, winner of NBC's "The Apprentice," Colombian Ambassador Luis Alberto Moreno, Kiehl's CEO Philip Clough, Fannie Mae and Freddie Mac executives and William Harrop and Gail Harmon, local members of the PSI Board of Directors. The purpose of the dinner was to raise awareness and expand support for YouthAIDS and PSI in the DC area. Dinner guests and those paying the top level for the "De-Lovely" screening then attended a reception at the new Kiehl's Georgetown store. Some 200 denizens of the worlds of politics, cosmetics and entertainment mingled for a cause. "The De-Lovely event was a great introduction for YouthAIDS in the DC area," says Suann Song, YouthAIDS external affairs manager. "We gained a lot of exposure to people who had never heard of us. Many people have approached us since the event saying they want to help us with anything we do in Washington." The funds raised from the events will support PSI's youth-oriented HIV/AIDS prevention programs. — David J. Olson, PSI/Washington
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