Ahmedabad: In its continued endeavour to contribute to society, Radio City 91.1FM is partnering Gujarat State AIDS Control Society to support The Red Ribbon Express, a train with a mission, in the cities of Ahmedabad, Surat and Vadodara. Championing this national community mobilization initiative in the state of Gujarat, Radio City 91.1FM has extended its support to this holistic and comprehensive campaign in the nation's on-going crusade against HIV/ AIDS. To this effect, Radio City 91.1FM has conceptualized - Radio City Cares Zindagi Zindabad, an on-air awareness campaign offering an all-encompassing and sustained support to The Red Ribbon Express.

Flagged off by Ms. Sonia Gandhi on December 1, 2007 in New Delhi, The Red Ribbon Express is set to complete its journey of 9000 km covering 1801 districts and 50000 villages across India by December 1, 2008. Taking awareness on HIV/ AIDS deeper and wider across Gujarat, Radio City 91.1FM is supporting the efforts of The Red Ribbon Express as it stays in Gujarat from Sept 11 – Oct 16, 2008.

As part of Radio City Cares Zindagi Zindabad, the FM station is offering a voice transcending state lines to The Red Ribbon Express as Radio City's RJs step forth to welcome this train on a mission with LIVE �Welcome' outdoor broadcasts as its rolls into train stations at Surat (Sept 14-16), Vadodara (Sept 17-19) and Ahmedabad (Sept 25-26). In a bid of showcase that this condition can be overcome, Radio City 91.1FM will feature HIV/ AIDS survivors, medical experts, social welfare activists, health counsellors on-air for heightened awareness on all aspects of HIV/ AIDS. The FM station will also feature City Dignitaries and Civic Authorities from these 3 cities who step forth to render their support for this cause.

Commenting on this initiative, Mr. Rana Barua, Executive Vice-President, National Head - Programming and Marketing, Radio City 91.1FM said, It is a matter of great pride for us to partner an initiative of such scale and be able to contribute to a national cause. The sheer compelling reach of radio makes it an excellent vehicle to take such a critical message across to the people of Gujarat. As a condition looming large on humanity, every step towards HIV/ AIDS awareness counts. We, at Radio City, have always been at the fore to proactively involve our listeners and jointly contribute to the community we live in. It is very important that people realise that HIV/ AIDS awareness can not only help prevent this condition but timely identification can also help expedite the curative process....

A sustained focus on understanding listeners and leveraging the synergies of music expertise and innovative programming, allows Radio City to deliver a unique listening experience and be an integral part of the lives of listeners. Aggressively looking at spreading the Radio City experience to new markets across the country, Radio City 91.1FM is committed to growing the market and creating superlative content for discerning audiences.