UNAIDS Executive Director Michel Sidibe publicized the upcoming Zero Discrimination Day on Thursday in Beijing at an awareness raising event jointly held by the China Red Ribbon Foundation, the Chinese government, and civil societies committed to fighting HIV/AIDS.

Zero Discrimination Day, celebrated on March 1, is a call to people everywhere to promote and celebrate everyone's right to live a full life with dignity?- no matter what they look like, where they come from or whom they love.

"The AIDS response itself has taught the world tremendous lessons in tolerance and compassion," Sidibe said.

"We know that both the right to health and the right to dignity belong to everyone. Working together, we can transform ourselves, our communities and our world to reach zero discrimination."

Gu Yanfen, general secretary of the China Red Ribbon Foundation, said that fighting HIV/AIDS-related social stigma and discrimination mattered to both sufferers and the healthy.

She conceded, however, that the situation remains unsatisfactory in China, particularly at work places.

To fully involve all sectors in the fight against such discrimination, private sector representatives were invited to the event as well.

Li Hejun, chairman and CEO of Hanergy Holding Group, said, "Our company recognizes the right of all employees to live a life of dignity, free from discrimination.

"With the support of UNAIDS, we have worked to expand staff training on HIV and discrimination for all employees, and have integrated anti-discrimination content into company recruitment policies," he said.

According to the UNAIDS press release, similar events are planned for the days leading up to Zero Discrimination Day in countries around the world.

Many international celebrities have joined the call for zero discrimination, recording video messages and taking photographs with the day's butterfly logo. The personalities include UNAIDS Goodwill Ambassador Annie Lennox, international football star David Luiz, actress and activist Michelle Yeoh and Princess Stephanie of Monaco.