Jackie Chan and Chinese folk singer Peng Liyuan, wife of Politburo rising star Xi Jinping, will star in China’s first major TV campaign to promote condom use to fight the spread of HIV/AIDS.
The ads will be made by Oscar-winning documentary makers Ruby Yang and Thomas Lennon.
Given that HIV/AIDS is mostly transmitted by sex in China, the world’s most populous country, the commercials are aimed at young people and China’s huge floating population of migrant workers.
The short public service announcements will mainly be shown on screens in buses, trains and planes, on the Internet, in entertainment venues and on some pubcaster channels.
The commercials show the stars meeting or watching young people in a variety of situations, and saying: “Life is too good, please protect yourself.”
China is prudish on matters sexual, and the commercials mark a new era in candid discussion of the risks associated with HIV/AIDS.
There have been several attempts to screen ads promoting condom use but they have generally foundered due to official opposition; pols believe they promote promiscuity.
There are an estimated 700,000 people living with HIV/Aids in China.