Durex and MTV have teamed up to help challenge and understand the global conception of HIV. The project will initiate a ‘global conversation’ for young people to become more aware of the myths and barriers that confine sex, sexual health and education.
HIV (Human Immunodeficiency Virus) works by affecting the immune system, steadily depleting your supply of T-helper cells and reducing the body’s ability to prevail against common infections like a cold. 62 million people have been faced with HIV since 1984 although progress is evident with a reduction of 20% in new infectors over the past 10 years.
‘Someone Like Me’ will run a three year course with an overall aim to help form a world free from HIV. Reckitt Benckiser’s power brand Durex, partners with the MTV Staying Alive Foundation to launch the campaign. The MTV Foundation creates and distributes challenging and entertaining sexual health content across their channels, reaching 100% of the top 50 countries affected by HIV and awarding 429 grants in 63 countries.
In turn Durex is part of the Reckitt Benckiser company, a consumer goods leader in health, hygiene and home with a portfolio of nineteen global brands including Nurofen, Dettol, Clearasil and Veet. Young people will be able to talk about sex, their experiences and express their opinions with the HIV-prevention message integrated into the conversation as the campaign progresses.
Encouraging adolescents to engage with the provocative statement, ‘someone like me’, sharing the statement and using it to make their own positive change towards a world free from HIV such as the twitter hashtag #someonelikeme.
Volker Sydow, Durex Global Category Director said: “With ‘#someonelikeme’ we are excited to provide to young people around the world a new and revolutionary platform to speak up, sharing their stories and fundamentally driving change for them to experience in their lifetime an HIV-free generation.” Launching globally across digital channels, MTV SAF and Durex will build the someonelikeme.tv channel into the world’s largest peer generated content hub for sex education.
Over the three year campaign period the website will be populated with a global crew of young people from around the world to help submit video diaries. Executive Director of the MTV Staying Alive Foundation, Georgia Arnold said: “For the past 15 years, we have worked tirelessly to influence positive sexual behaviour among young people around the world in creative and innovative ways.
“At MTV SAF,we believe that this generation will change the course of the HIV epidemic, and are thrilled to be partnering with Durex on a campaign that will empower young people to do just that. “We’re ready to break boundaries, confront taboos, and challenge orthodoxy in our pursuit of creative ways to beat HIV.”
From 25th November, the campaign will feature prominently on Durex and MTV Social Channels and paid media outlets, with social hooks aimed at stimulating the conversation and creating awareness.
Five days later and World Aids Day celebrations will be held in seven countries around the world to drive the campaign message in Sydney then Shanghai, Singapore, Moscow, Berlin, Mexico City and ending in Bogota, Colombia.
Prevention methods such as correct condom practice, health benefits of circumcision, severity of needle usage and prevention of transmitting sexual bodily fluids have existed for some time.
The ‘Someone Like Me’ campaigns represents the next stage in HIV prevention and a positive case of sexual awareness for young people, marking the first brilliant, bold and brave attempt to reach young people on a social, marketable and relatable level.
What other innovative methods would you like to see linking social media and sexual awareness campaigns?