Durex and MTV Launch Global Sex-Ed Project - WORLD AIDS DAY

Nov 15, 2013, 05:28 ET from Durex and MTV Staying Alive Foundation

LONDON, November 15, 2013 /PRNewswire/ --




Launch film preview


Reckitt Benckiser's power brand Durex partners with the MTV Staying Alive Foundation to launch 'Someone Like Me', a global campaign for young people to revolutionise their own sex education and, ultimately, to take action to help shape a world free from HIV.

Over the course of a 3-year campaign, 'Someone Like Me' aims to break down the myths and barriers that confine sex education by starting a global conversation about sex, sexual health, and sex education - a conversation that says, 'you are not alone', that 'someone like me' has the same questions, worries and concerns  about sex as you do. With young people talking about sex, their experiences, opinions and worries openly, the HIV-prevention message will be integrated into the conversation as the campaign progresses.

'Someone Like Me' will directly target the preconception that HIV is not relevant, with messaging highlighting that HIV could (and does) happen to 'someone like me'. We will encourage young people to engage with the provocative statement, 'someone like me', to share it, and to use it to make their own positive change towards a world free from HIV.

'Someone Like Me' will launch across global digital channels targeting young audiences wherever they socialise and connect. MTV SAF and Durex aim to build the someonelikeme.tv hub in to the world's largest peer generated content hub on sex, sexual health, and sex education. Over the three year campaign period, MTV SAF and Durex will also populate the website with a global crew of young people from around the world who will submit video diaries with their views and stories.

Throughout November, the campaign will feature prominently on Durex and MTV Social Channels and paid media, with social hooks aimed at stimulating the conversation and creating awareness. From the 25th November, the Someone Like Me documentary, 'My Sex Life and Everyone Else's', will air on MTV globally.

Then on Saturday the 30th November, World Aids Day celebrations will be held in 7 countries around the world to drive the campaign message and celebrate change. The celebrations will commence in Sydney then Shanghai, Singapore, Moscow, Berlin, Mexico City and ending in Bogota, Colombia.

Georgia Arnold - Executive Director MTV Staying Alive Foundation:

"For the past 15 years, the MTV Staying Alive Foundation has 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."

Volker Sydow - Durex Global Category Director, Reckitt Benckiser:

"Sexual health and sexual wellbeing are at the core of our organisations; MTV SAF and Durex have a shared vision to improve sexual health for young people around the world and the energy, commitment and passion to make that happen. 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."

Notes to Editors

We need your support to raise awareness of this campaign. Assets, quotes or comment on the campaign are available on request.

Thank you

About the MTV Staying Alive Foundation:

The MTV Staying Alive Foundation is an international content-producing and grant-giving organization dedicated to stopping the spread of HIV among young people. The Foundation creates and distributes challenging and entertaining HIV prevention content across MTV channels and with third-party broadcasters, while finding and funding young leaders who are tackling the HIV epidemic in their own communities.  

To date, MTV Staying Alive Foundation programming has reached 100% of the top 50 countries affected by HIV, and has awarded 429 grants in 63 countries around the world, distributing nearly $4.5 million to grassroots HIV prevention projects. The MTV Staying Alive Foundation is registered as a UK charity and as a 501c3 charitable organization in the US.

For more information log onto http://stayingalivefoundation.org

About Reckitt Benckiser (RB):

Reckitt Benckiser (RB) is a global consumer goods leader in health, hygiene and home. With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 of companies listed on the London Stock Exchange. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands including Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Air Wick, and French's.  RB has close to half of its revenues coming from it 2 emerging market Areas and just over half from its developed market Area.

RB people and its culture are at the heart of the company's success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in sustainability where the company has reduced its carbon footprint by 20% in 5 years and is now targeting to deliver a 1/3 reduction in water impact, 1/3 further reduction in carbon and to have 1/3 of its net revenue coming from more sustainable products by 2020. RB has been recognised as a sustainability leader in the CDP Global 500 Carbon Performance Leadership Index and received a 2013 Sector Mover Sustainability Award in the 10th Sustainability Yearbook.  It is also the Save the Children charity's largest FMCG global partner.  

The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs approximately 35,900 people worldwide.

For more information visit http://www.rb.com


SOURCE Durex and MTV Staying Alive Foundation