British musician Dave Stewart felt a unique sense of pride after working with former South African president Nelson Mandela, because he had helped turn the activist's negative experiences into something positive. The former Eurythmics star and Mandela launched an AIDS education campaign, which they called 46664 - the number assigned to Mandela during his time in prison. Stewart also recorded two songs with Sir Paul McCartney and U2 star Bono, and enlisted the help of billionaire businessman SIR Richard Branson to set up a system whereby people could call the number to make a donation whilst listening to the songs. Stewart says, "That's the amazing thing. You're sitting there in his home, basically talking to Nelson Mandela - who is as sharp as a razor - about another kind of marketing, turning the most negative thing you could think of - his prison number - into the most positive thing."