At its core the International AIDS Conference is as much about creating awareness as anything.
And with that in mind, having some big names at the event's opening can make a world of difference.
Check.
Microsoft founder Bill Gates and his wife Melinda were just two among a number of high-profile personalities on hand in Toronto to kick off the 16
th edition of the conference, and the computer billionaire set the tone by calling on governments around the world to step up efforts in the battle against HIV/AIDS.
"Obviously the AIDS epidemic is going to require all actors, particularly governments, to dig deep and make this a high budgetary priority," said Gates.
"The amount of money that's required for universal treatment or the things around prevention far exceed the amount that any individual government, certainly any foundation, can possibly provide."
Last week, the Gates' announced they were contributing $500 million over five years to fight the deadly disease.
"Our belief is that every life on this planet has equal value and we cannot turn our backs on anyone in this disease," said Melinda Gates.
Conference co-chair Dr. Mark Wainberg seconded those words, adding, "There is no doubt in any of our minds that HIV is the planet's public enemy number one.
"This conference plays such a vital role in combatting the spread of HIV."
The conference has brought an estimated 24,000 delegates and 3,000 journalists from around the world to Toronto for the biggest gathering in the meeting's 21-year history.
In addition 10,000 tickets were made available for the opening ceremonies at the Rogers Centre, which featured an amazing list of guests including Gov. Gen. Michaelle Jean (pictured), actor Richard Gere and UN AIDS executive director Peter Piot. The money from the ticket sales will go to AIDS charities.
However, one person conspicuously absent was Prime Minister Stephen Harper, who said he will not attend the six-day conference because of other commitments. Obviously, that decision has both frustrated and confused organizers, researchers and AIDS activists around the globe, and in the Rogers Centre where a chorus of boos met the announcement of his absence.
Instead, federal Health Minister Tony Clement and Minister of International Co-operation Josee Verner represented the federal Conservatives.
But there were also plenty of others to hear from, including several officials of a more local variety.
"To host the International AIDS Conference, which is a statement about human rights, makes me proud as mayor," said Toronto Mayor David Miller.
And then there were the marquee guests, including former U.S. president Bill Clinton, the crown prince and princess of Norway, UN AIDS for Africa envoy Stephen Lewis, and actors Sandra Oh and Olympia Dukakis.
The two-hour opening was followed by a concert featuring the stylings of Alicia Keys, Barenaked Ladies, the Blue Man Group, Our Lady Peace, Amanda Marshall and Chantal Kreviazuk.
"It (AIDS) doesn't have the sort of impact for the media that other types of crises do, but it is a crisis that is massive and anything we can do through music is great to help," said Kreviazuk.
Of course the conference's real substance won't surface until Monday, when workshops and plenary sessions officially begin to tackle a wide range of issues from research to treatment to prevention.
It's estimated that AIDS has killed 25 million people in the last 25 years and currently about 40 million worldwide live with the disease.
For a full list of International AIDS Conference events,
click here.