Durex and MTV Staying Alive Foundation (SAF) celebrate change with the #someonelikeme campaign; combatting the preconception that HIV is not relevant by making young people aware that the virus could (and does) happen to ‘someone like me’
Did you know more than 35 million people now live with HIV; that last year there were 2.3 million new HIV infections; and every hour 50 young women are newly infected with HIV?
The ‘Someone Like Me’ campaign, launched by Durex and the MTV Staying Alive Foundation (MTV SAF), will combat the preconception that HIV is not relevant by making young people aware that the virus could (and does) happen to ‘someone like me’.
On Saturday, 30 November, the eve of World AIDS Day, parties will be held in multiple countries around the world to encourage and drive change. The celebrations will be held in London, Sydney, Shanghai, Singapore, Berlin, Mexico City and Bogata, Columbia.
With the global parties Durex and SAF aim to encourage safe sex with the aim of young people taking action to help shape a world free from HIV.
The #SomeoneLikeMe global sex education campaign, led by young people for young people, aims to build the someonelikeme.tv hub into the world’s largest peer generated content hub on sex, sexual health and sex education.
The campaign features a specially made documentary and a month long global social media campaign which culminates on World AIDS Day on Sunday 1 December.
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:
“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.”
In the run up to World AID’s Day on Sunday 1st December, Durex is also donating 10 million condoms to HIV and AIDS projects around the world to encourage safe sex and to help young people experience an HIV-free generation in their lifetime.