China launches anti-HIV/Aids campaign

China has launched its first major television campaign promoting safe sex to help prevent the spread of HIV/Aids through the country.

The public service announcements, aimed at young people and China's population of migrant workers, will be shown in a number of public places, such as buses, trains, planes, the internet and cinemas, as well as on certain state television channels.

Subinay Nandy, Chinese director of the United Nations Development Programme, told Reuters: "It marks a new era in talking frankly and candidly about these issues, which used to be avoided. This initiative is very timely and is very and is very valid for the epidemic situation in China today."

According to the latest official report from Chinese authorities, the number of estimated HIV/Aids cases in China has increased to 700,000, with an estimated 50,000 new cases reported in 2007, most of which occurred among commercial sex workers and injection drug users.

The new advertising campaign will use Chinese celebrities, such as Hong Kong actor Jackie Chan and folk singer Peng Liyuan, to help get their message across.

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