The concert action was timed to coincide with December 1 — World AIDS Day — and was held on November 30 as part of the VI-official ceremony of announcing the winners of the Russian national award RUSSIAN ENTERTAINMENT AWARDS — 2012. Nikolay Drozdov, a TV presenter and public figure, and recently Goodwill Ambassador of the Yasuni-ITT Initiative, whose public activities inspire millions of people in Russia and CIS countries, was awarded a special nomination "Person of the Year". Special awards of the Organizing Committee of the Social Information Campaign RED RIBBON EECA for supporting the information propaganda of HIV prevention and reducing stigma-discrimination were also awarded:
Anastasia Minkova — reporter of the world edition Metro — for her contribution to the information support of the RED RIBBON EECA campaign. METRO newspaper was the first information publication in Russia and the CIS, which dedicated a special issue on December 1, 2010, with a cover of the messenger of the RED RIBBON EECA campaign — Vera Brezhneva.
Serge Golovach — a professional photographer — for the creation of the photo project STARS AGAINST AIDS. Serge Golovach became the first Russian photographer to initiate a project with the participation of entertainment industry stars, which included popular artists, actors, publicists, critics, and many others.
Evgeny Voronin — Professor, Doctor of Medical Sciences — for selfless service to children. The man who stood at the origins of the fight against childhood HIV infection in Russia, the chief physician of the Republican Clinical Infectious Diseases Hospital and the Russian Center for Assistance to Pregnant Women and Children with HIV Infection located there, near St. Petersburg.
The guests who came to hold the concert action in Moscow were met on the red carpet by the secular reporter Pavel Mavridi and the fashion model Ekaterina Rechkina. The concert was attended by ambassadors of diplomatic missions of foreign states, employees of the national health system, representatives of non-profit and humanitarian organizations, stars of the entertainment industry in Russia and CIS countries, as well as representatives of the beauty industry and fashion houses in Europe, such as OVS, VoomVari L’Oreal.
The hosts of the concert action in support of the call Believe it | Do it were one of the most beautiful girls in Russia and the winner of the title VICE-MISS UNIVERSE Vera Krasova and TV presenter Anton Zorkin. Believe it | Do it is a call to do everything to reduce new HIV infections among children to zero by 2015.
With their performances, this call was supported by the Ivan Kupala group, the Russian queen of blues, Ms. Victoria Pierre-Marie, artists of the STANISLAVSKY MOSCOW DRAMA THEATER, and students of GITIS. The concert was also attended by: the Globalis Symphony Orchestra, R&B singer SunnyCooks, soul singer Victoria Belova, showman Prokhor Chaliapin, singer Pascal, singer Mark, master of Russian dance music DjFenix, singer Yulia Lasker, who was awarded a special award from the MTV Ukraine TV channel within the framework of the international project MTV Staying Alive — for assistance and contribution to information promotion of HIV prevention in Eastern Europe and Central Asia.
Popular Ukrainian pop singer Vlad Darwin performed at the concert from the CIS countries, Moldova was represented by the finalist of the Eurovision 2012 qualifying round singer DARA. Among the star messengers from Central Asia, the concert action was supported by the popular Kyrgyz singer Kanykey and a young and bright representative of the pop scene of Uzbekistan, Jasur Mirsagatov. All of them are envoys of the Regional Youth team RED RIBBON, which took part in the promotion of the information campaign "Live means act" in the framework of the European football Championship Euro 2012.
The UNAIDS Goodwill Ambassador, Her Royal Highness Crown Princess Mette-Marit of Norway, delivered a special address shown as part of the concert action in Moscow and that young people can and should play a key role in combating AIDS in Eastern Europe and Central Asia. In her address, Her Royal Highness draws attention to the fact that leadership qualities that shape public opinion, including among peers, can play an important role in ensuring social change, including in eliminating prejudice and stigma related to HIV.
In addition, the motto of the Believe it | Do it concert action was supported by the most beautiful girls in Russia and the winners of the MISS RUSSIA NATIONAL BEAUTY CONTEST of the past years in the person of Oksana Fedorova, Irina Antonenko, Tatiana Kotova, Svetlana Koroleva, who performed a joint musical creation called THIS WORLD as part of a children’s choir GELSOMINO.
Information support for the concert was provided by: MTV Ukraine TV channel, ELLO TV YouTube channel, UN Radio, TBN TV and radio networks, METRO INTERNATIONAL newspaper, Ukrainian analytical business publication The Kiev Times, Agency ForSmi.ru and the UN Information Center in Moscow. The Organizing Committee of the Social Information Campaign RED RIBBON under the Directorate of the Russian Annual National Award RUSSIAN ENTERTAINM ENTAWARDS, the STANISLAVSKY MOSCOW DRAMA THEATER, the All-Russian Association of People Living with HIV and the Runway Charity Foundation with the support of AMOR, the UN Representative Office in the Russian Federation and the Joint Program took the initiative to hold the concert-action in Moscow UN on HIV/AIDS in Eastern Europe and Central Asia (UNAIDS).