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.
Please login with linkedin to comment
Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]
From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]