Bianca Jagger has led stars from the world of television and pop in a series of personal pledges at the launch of the Stop Aids Campaign on the London Eye yesterday.
Personalities included actress Michelle Collins, Martin Bell, Gail Porter, Jonathan Dimbleby and singers Beverley Knight and Joan Armatrading.
Each guest took to one of the London Eye's pods to hear first hand how HIV wrecks the lives of millions of people in developing countries.
A new UN-backed report says 42 million people are now living with HIV. 8000 people a day die from AIDS related illnesses, the majority in the developing world.
Ms Jagger pledged to commit herself to fighting sexual exploitation of children and child trafficking, Michelle Collins called for a massive advertising campaign, while Martin Bell vowed to intensify his efforts in raising awareness.
The Stop AIDS Campaign will expose the devastation this is causing and crucially will offer up stories of hope and positive solutions.
After making their personal pledges, celebrities, VIPs, politicians, and others embarked the Silver Sturgeon moored at the London Eye pier for a reception to celebrate the coming together of so many campaigning groups and individuals determined to Stop AIDS.
Bianca Jagger commented: "We have to build an understanding of, and support for, HIV as a development issue that goes Hand in Hand with that of debt, famine and natural disaster."