AIDSAware is a first of its kind awareness movement which is a joint collaboration between PT Foundation and ruumzcauses whereby the public themselves become the vehicle for creating and spreading AIDS awareness utilizing social media, by taking a picture of themselves holding a AIDS/HIV related message on a piece of paper or card and posting and sharing their "photo messages" online. It incorporates a Public Service Announcement (PSA) angle whereby 42 prominent personalities and celebrities got together for free to shoot high quality photos holding their own messages on AIDS in the vein of the "Got Milk?" campaign from the United States. These shots will be compiled into a calendar and posters for PSAs etc. Behind the scene videos and celebrity video messages were also shot and will be shared online to raise awareness and encourage further participation. The project hopes not only to create more awareness on HIV and AIDS prevention, but also to make it less taboo to discuss and talk about HIV and AIDS. Aidsaware advocates safer sex and not discriminating against people living with HIV. The target is to collect 13,000 photo messages by end December 2010 (as 13,000 Malaysians have already died from AIDS) We aim to collect the largest public awareness photo exhibition from people of all walks of life, urging them to take their own "mug shots" or photos with their own hand written messages about HIV/AIDS. PT Foundation will be going on ground to colleges, and shopping centres, educating the youth on HIV awareness. The video of celebs taking their own shots are aimed at encouraging participation and breaking past the taboo of the topic. We are aiming for these shots to be printed and displayed in a photographic exhibition in a high traffic public area in January 2011.

1. a ruumzcauses + pt foundation project www.ruumz.com

2. PART I: THE CONCEPT a ruumzcauses + pt foundation project

4. The messages can be hand-written on a A4 paper/board or from templates downloaded online.

5. The public uploads the Photo Messages at www.aidsaware.ruumz.com for compilation, with a target of 13,000 Photo Messages collected by 31st December 2010

6. The public shares the photo messages with their friends and followers via facebook, twitter, friendster, their blogs etc aidsaware.ruumz.com

7. EXAMPLES aidsaware.ruumz.com

8. HOW WILL PHOTO MESSAGES HELP? Awareness through participating Person picks a message that they believe in, and the message will stick in their minds. Awareness through sharing Person shares their Photo Messages online thru their personal networks (facebook, twitter, blogsfriendster etc) - friends and family will see the message Awareness through aidsaware.ruumz.com Multi-channel and multi-faceted online marketing & Public Service Announcement campaign driving traffic to view Photo Messages submitted aidsaware.ruumz.com

9. WHY 13,000 PHOTO MESSAGES 13,000people have died to date from AIDS in Malaysia. This is the official reported number - the actual number could be much more, and doesn’t include people living with HIV. To remind us of the lives we lost to AIDS, and to stop from losing more. aidsaware.ruumz.com

10. BY WHEN AND WHY By December 2010, in conjunction with World AIDS Day. Display the Photo Messages collected through one of the largest social photographic exhibitions ever in Asia – 13,000 or more photos exhibited, for a single cause. The current Guinness Book of World Records Holder for the largest photographic exhibition in the World is 40,150 photographs of the ‘Forts of King Shivaji’ at the Exhibition Hall of the Ganesh Kala Krida Kendra in Pune, Maharashtra State, India. The event was organised by MilindVerlekar (India) and ran from 28 June to 1 July 2007. Source: http://www.guinnessworldrecords.com/news/2007/12/071220.aspx aidsaware.ruumz.com

11. PART II: EXTENDING AWARENESS THROUGH PUBLIC SERVICE ANNOUNCEMENTS (PSA) a ruumzcauses + pt foundation project

12. A FIRST OF IT’S KIND FOR MALAYSIA A Public Service Announcement (PSA) campaign similar to the American “Got Milk?” campaign – where awareness reached 90% in the US. (http://en.wikipedia.org/wiki/Got_Milk%3F) Instead of sharing the benefits of milk, this campaign will: Create awareness and understanding on HIV/AIDS prevention. Drive further public participation in AIDSAware. aidsaware.ruumz.com

13. got milk?

17. THE PERSONALITIES Marina Mahathir Sheila Majid Tiara Jacquelina ErraFazira Amber Chia Alex Yoong Asha Gill Sarimah Ibrahim SazzyFalak JehanMiskin Joey G Ida Nerina Deborah Henry Owen Yap Mizz Nina Pete Teo Sarah Lian Aishah Sinclair HarithIskander Jezamin Lim JoJoStruys Hansen Lee Ram Aanantha Joanne Kam Daniel Tan Dennis Lau Danielle Graham XandriaOoi Melissa Indot Daphne Iking Joannabelle Ng Will Quah Elaine Daly LinaTeoh JitMurad YasminHani Tony Eusoff Ben Ibrahim Raj Aria Aliza Elizabeth Niki Cheong aidsaware.ruumz.com

18. PART III: THE AWARENESSCHANNELS a ruumzcauses + pt foundation project

20. Interviews & Behind the scenes

21. Confirmed Supporters

22. Her World, Style, FHM, iFeel, FACES, In Trend

23. In Discussions

25. Interviews & Behind the scenes

26. In Discussions

27. The Star, Beritaharian, NST, The Edge, Chinese Newspapersaidsaware.ruumz.com

29. Cinema Chains

30. Retail Chains

31. Outdoor Media Owners

32. In Discussions

34. In Discussions

35. Senijayaaidsaware.ruumz.com

38. Hitz.TV

39. ASTRO

40. OneUtama

41. TehTarik TVaidsaware.ruumz.com

44. Facebook

45. Twitter

46. ruumz

47. Celebrity websites, blogs, facebook accounts

48. Partner sites – Hitz, Youthasia,

49. Bloggers - Nuffnang, Advertletsaidsaware.ruumz.com

51. Departmental stores counters – Metrojaya, Parkson

52. Colleges & Universities

53. Free postcard stands

54. Public Events – RED Carnivalaidsaware.ruumz.com

55. PART IV:FUND RAISING a ruumzcauses + pt foundation project

56. THE AIDSAWARE 2010 CALENDAR A Unique Dual Desktop/Wall Premium Calendar featuring all the Photo Messages taken of the personalities & celebrities Calendar and pictures are printed on removable & inter-changeable cards - relevant months displayed on one section, and a choice of Photos displayed on the other section. All net proceeds will be used to fund and expand PT Foundation’s programmes in offering food, shelter, care and support to marginalized communities, and to serve, educate, and support the people who are most at risk of HIV in Malaysia.* aidsaware.ruumz.com

57. THE OVERVIEW aidsaware.ruumz.com

58. THE COVER aidsaware.ruumz.com

59. THE CONTENTS aidsaware.ruumz.com

60. THE SPONSORS’ SPACES (non-retail sales) Calendar Sleeve Customised Insert Sponsor Logos aidsaware.ruumz.com

61. POSTCARDS aidsaware.ruumz.com

62. THE SPONSORS’ SPACES (Postcards distributed for free) aidsaware.ruumz.com

63. More Information Natasha Musa Mobile: +60123331660 Email: nnmusa@hotmail.com James Chong Mobile: +6016213133 Email: spacecadetblues@gmail.com Kevin Baker Mobile: +60166125841 Email: kevin@ptfmalaysia.org And visit us at http://aidsaware.ruumz.com www.facebook.com/aidsaware Thank You

64. ADDENDUM: Additional Information a ruumzcauses + pt foundation project

65. PT Foundation is the largest community-based, voluntary non-profit making organization in Malaysia. It has been providing HIV education, prevention, care and support programmes for the marginalized communities most affected by HIV/AIDS since 1987. www.ptfmalaysia.org

66. PT Foundation strives to be the most effective community-based organization providing information, education and care services relating to HIV/AIDS and sexuality in Malaysia, working with the 5 communities that are most affected by HIV in Malaysia. Positive Living Programme Drug Users Sex Workers Transgenders Men-who-have-Sex with Men (MSM) www.ptfmalaysia.org

67. POSITIVE LIVING PROGRAMME : PEOPLE LIVING WITH HIV People Living with HIV (PLHIV) often live in fear and confusion due to lack of access to information and years of stigma and discrimination. PT Foundation’s Positive Living program addresses these issues in a comfortable and safe space whereby PLHIV as well as their family and friends come together to socialize and share experiences and solutions to empower themselves to lead full lives. Established in 1992, the Positive Living program offers important information and services regarding HIV/AIDS. Operating under the Positive Living program is the PL Buddy Programme, a peer to peer programme, which trains people who are interested in befriending and volunteering with people who are HIV positive. The Drop-in Center (DIC) sees an average of 25 people per day, where they are provided with nutritious meals and a place to rest. In 2009, a total of 561 clients visited PBKS PL to receive the services they required and to participate in our sessions. In total, the PT Foundation PLHIV program reaches out to around 4500 clients a year, through outreach and other programs.

68. IKHLAS PROGRAMME : DRUG USERS IKHLAS is one of the 5 programmes at PT Foundation. IKHLAS was founded in 1992 to address the pressing needs of the street-based drug user community. Ikhlas caters for their physical needs, while being committed to providing information, materials, care and support services relating to HIV/AIDS & drug use. Most importantly, it is at IKHLAS that many drug users feel loved and cared for, and feel empowered to make something of their lives, including reducing their exposure to HIV infection. The drug user community, most of who are street based, seeks refuge at IKHLAS in the day time, whereby nutritional meals are provided, and basic first-aid facilities operated by a qualified nurse are available free-of-charge. The IKHLAS Drop-in Centre (DIC) is run by 14 staff members and a team of volunteers. The Drop-in Center sees an average of 100 people per day, and in 2009 had contact with over 20,000 people through our DIC and outreach combined.

69. SEX WORKERS PROGRAMME Sex workers in Malaysia face many issues in their daily life, including discrimination and violence, and a lack of access to proper healthcare and support. At PT Foundation, we understand that sex workers need to access updated and pertinent information regarding HIV/AIDS in a space where they feel safe and not judged, whilst at the same time being able to share their concerns with each other and trained staff regarding issues affecting them. Since sex workers are not acknowledged as employed individuals, surviving under the poverty line, while often providing for their families, PT Foundation strives to support our clients through all of these challenges. Established in 1992, PT Foundation’s Sex Workers Programme provides a safe space for sex workers to address their concerns they are faced with here in Malaysia. Our Drop-In center provides a variety of sessions and support groups, aimed at empowering sex workers and building their self-confidence to overcome years of judgment and discrimination against them. The programs are designed to educate sex workers on basic human rights, rights as a sex worker, and to equip community members with the knowledge to protect themselves against HIV and other STIs, to reduce the transmission of these infections. The Drop-in Center (DIC) sees an average of 25-30 people per day, and over 500 registered clients per year. In addition, PT Foundation Sex Worker programme reaches out to around 2,000 clients per month in the Klang Valley area, through outreach and other programs. 95% of our clients survive below the poverty line, thus it is part of our duty to ensure that they have some basic food on the table for their families.

70. MAK NYAH PROGRAMME : TRANSGENDERS Established in 1992, the MakNyah Programme has fostered good rapport with the transgender communities (also known as MakNyahs) living in Kuala Lumpur. This community-based program focuses on issues such self-empowerment, human rights, personal development in addition to health concerns related to HIV/AIDS and Sexually Transmitted Infections (STI). In our Drop-in Center, we focus on empowerment through education. We offer gender and sexuality education for our clients, as they have dealt with years of stigma and discrimination. We believe it is important to provide support groups and education sessions which empower them to face the world and deal with the issues that they must face on a daily basis. We strive to support with life skills through providing education materials and support programs to the community members. The Drop-in Center (DIC) sees an average of 25 – 30 people per day, where they are provided with nutritious meals and a place to rest. In total, the PT Foundation MakNyah program reaches out to around 2,000 – 3,000 contacts per month through outreach and other programs.

72. 46,000 safe sex packs handed out in 2009 through outreach

74. ruumzcauses is the first ever dedicated Social Charity Platform implemented in Malaysia. It aims to use the internet and a dedicated social network to help connect charities, causes, organisations and other parties that require help, with people and organisations who are able to help. ruumzcauses is a non-profit service provided by ruumz, the leading home-grown Social Network in Malaysia CREATE DISCOVER www.ruumz.com/causes SHARE VOLUNTEER GIVE

76. Up to date - community maintained, member updates

78. What the charities and NGOs do and what the cause is all about (in pictures, videos, downloads and words)

80. Facebook it

81. Twitter it

82. Blog about it

83. Email it

84. Instant Messenger it

85. SMS it

86. Photocopy it

88. Ask existing volunteers

89. Get advice

91. Buy it

92. Collect what is needed from friends, family and the public