UGA HERO has created an ambitious PR campaign this week full of secrets, surprises and mystery.

HERO is dedicated to helping children with or affected by HIV and AIDS, and is supported by head football coach Mark Richt and Vince Dooley as well as a large infrastructure of student committees. Last year, the organization raised over $306,000.

But this week’s events are aimed at promoting awareness about the organizations most centrifugal force: University students.

Current members are making it their number one priority this week to sign up philanthropists and attract older, upperclassmen.

“Every philanthropist feels like they are contributing to a cause bigger than themselves,” said Amanda Abbott, HERO Director of Internal Affairs. Becoming a philanthropist is committing to raising $150 for the semester by joining a HERO team, organized by either Greek affiliation, freshman dorm hall, or upperclassman status.

“The team strategy creates a unified front for the organization and makes it easy to reach their personal fund raising goal,” Abbott said.

Today at noon, a large parade of painted cars will be snaking around the main streets on campus. There will also be a Lamborghini in the center of Tate Plaza.

Tuesday, HERO members will be passing flyers out at all dining halls for the chance to sign up. Wednesday at the Jittery Joe’s in the SLC, members will be handing out free pizza.

Wednesday, Thursday and Friday are devoted to an idea HERO is calling “You’ve Been Spotted,” a secret campaign that involves free giveaways around campus.

“The challenge is convincing people it’s worth it,” said Carter Coyle, a junior from Lawrenceville majoring in broadcast news and English. Coyle designed the flyers and the highly successful Mark Richt video on the HEROs website, ugaheros.org.

“Many of the children (that HERO supports) have lost one or both parents. It’s really inspirational for the kids to see our football players, these athletes (on Olympic day) spend time with them and connect,” Coyle said.

Almost everyone involved raves about the HERO Olympics, an annual field day festival, attended by the football team and over one hundred kids that have benefitted from HERO.

Eric Friedman, a junior from Columbus majoring in environmental economics and part of the Corporate Relations committee, said “I think the creative and successful methods are what’s getting HEROs to the top. They think of things no one else on campus have thought to do,” Friedman referred to the Chik-fil-A helicopter drop HERO put on during its week of events last year.

With all the festivity and planning this week, UGA HERO looks poised to break itsown record for philanthropy.