Condom brand Durex has embarked on a major three year campaign to “revolutionise sex education” with the ambitious aim of ridding the world of HIV.
Durex has partnered with the MTV Staying Alive Foundation for its global three-year ‘Someone Like Me’ campaign, which marks this year’s World Aids Day.
Australia will kick off the World Aids celebrations, to be held in seven countries around the world, on November 30 with a World Aids Day Party in Sydney’s Cargo Bar.
Parties in Shanghai, Singapore, Moscow, Berlin, Mexico City and finally in Bogata will follow.
‘Someone Like Me’ aims to challenge perceptions of HIV and prove that “HIV could (and does) happen to ‘someone like me’”.
Durex will seed #someonelikeme, encouraging young people to take ownership of the statement while sharing and tweeting it.
“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,” a release announcing the campaign explained.
“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.”
On November 25 a campaign documentary ‘My Sex Life and Everyone Else’s’ will air on MTV globally with the campaign to feature prominently on Durex and MTV social channels and paid media throughout the month.
See the ‘#Someonelikeme’ teaser trailer below. World Aids Day will take place on December 1.