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NEW YORK, NY, Oct. 7, 2002 - Pop stars, actors, and CEOs came together for the launch of YouthAIDS, PSI's global HIV/AIDS prevention initiative targeted at youth, at a fundraising dinner that drew 360 guests and raised funds for YouthAIDS programs. The star-studded evening worked to mobilize the corporate sector and, to acknowledge strong dedication and commitment to the fight against HIV/AIDS, presented Corporate Citizenship Awards to four corporations and partners already involved in YouthAIDS: the Levi Strauss Foundation, the Bill & Melinda Gates Foundation, the Elton John AIDS Foundation and MTV Networks International. "Business should lead the way in being powerful, global citizens. We have infrastructure, distribution, communication - all the necessary tools to reach out and make a difference in the fight to stop the global AIDS epidemic," said MTV Networks President Bill Roedy, one of the honorees, during his acceptance speech. " We must galvanize, energize and mobilize ourselves to take action." YouthAIDS is an upbeat global initiative that uses music and entertainment to spread messages of prevention and protection to the world's youth. This global network of HIV/AIDS prevention programs encourages choices such as fidelity, abstinence and safer sex. Through a series of public service announcements, celebrity role models including Destiny's Child, Alicia Keys and Justin Timberlake help YouthAIDS speak to more than 600 million youths worldwide, building awareness of how this problem directly affects their future. YouthAIDS projects are conceived and executed by at-risk youth themselves, which stresses self-empowerment and leads to the prevention of millions of HIV infections at a very modest cost. The primary objective of the YouthAIDS initiative is the mobilization and engagement of the corporate sector in HIV/AIDS prevention. Through cause-related marketing, corporate partners, and the power of their brands, YouthAIDS is able to expand its programs, and ultimately reduce infection rates. The launch celebrated the corporate partnerships already in place with MTV Networks, Levi Strauss & Co., Kiehl's Since 1851, J Records, Coca-Cola and others. The launch also encouraged other corporate attendees and celebrities to take action through partnership with YouthAIDS and PSI. The evening began with a cocktail hour and paparazzi-style red carpet entrance at New York's Tribeca Rooftop. Guests mingled and enjoyed the view of the Hudson River and Manhattan skyline as celebrities such as Wyclef Jean, Angie Stone, Hello Kitty and Gloria Reuben (HIV positive doctor on TV's "ER") posed for photos. The corporate call-to-action was delivered by the four honorees. MTV President Bill Roedy, Levi Strauss & Co. Chairman Bob Haas, the Bill & Melinda Gates Foundation President Patty Stonesifer and Sir Elton John (via video) all emphasized the importance of a multi-sector approach to end the epidemic. Bob Haas said, "There are too many companies that, to this day, refuse to address HIV/AIDS as their problem. But it's everyone's problem." Performances by J Records recording artists Mario and Lamya provided entertainment in between acceptance speeches. In letters for the printed program, both Bill Clinton and U.N. Secretary General Kofi Annan sent congratulations to YouthAIDS. "…I warmly welcome the launch of YouthAIDS," Annan wrote. "Through its innovative approach, its spirit of partnership and the variety of people it has been able to bring on board, this initiative has the potential to reach young people far and wide. I applaud all those involved for their commitment, and hope that many more will follow your example." Bill Clinton wrote: "I join you in thanking Population Services International for bringing this extraordinary initiative to reality, and in congratulating your outstanding honorees." The YouthAIDS dinner highlighted the direct impact youth-oriented businesses are making through their commitment to HIV prevention efforts. "The YouthAIDS campaign is an immediate, hands-on drive to reduce the spread of HIV/AIDS and save future generations-NOW," said Kate Roberts, Director of YouthAIDS, PSI. "With the help of our corporate partners, this comprehensive, global initiative will help us reach more kids with life-saving messages." The YouthAIDS Global Launch was the perfect lead-in to the upcoming World AIDS Day Concert. MTV News Correspondent Su Chin Pak announced two concerts (Seattle on November 7 and in Cape Town, South Africa on November 23), which will be edited to create a 90-minute global program for broadcast in over 170 countries on World AIDS Day, December 1. YouthAIDS/PSI is the lead non-profit associated with the concerts, entitled "MTV presents the Levi's ® 'Staying Alive' Concert in association with YouthAIDS." — Mara Brain |
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