MANILA, Philippines - MTV Networks International (MTVNI) and The Body Shop announced their new worldwide multimedia campaign to raise awareness and funds for MTV’s Staying Alive Foundation, which supports HIV and AIDS education campaigns at grassroots levels. Now in the third year of partnership, this year’s campaign (“Yes, Yes, Yes – To Fighting HIV”) is the most creative and innovative to date, spanning over 50 countries and reaching millions of people under 25. Research shows there are 6,000 new HIV infections every day amongst those aged 16-24 and that half of all HIV/AIDS infections are contracted in this age group.
“Yes, Yes, Yes – To Fighting HIV” will engage young people both on-air and online with TV promotional spots that will air across MTV’s international networks to over 578 million households in 162 countries, with a view to increasing awareness and breaking down the stigma and discrimination, which so often accompany the disease.
“Yes, Yes, Yes – To Fighting HIV” will also raise funds through the sale of The Body Shop’s new, limited-edition Tantalising Lip Butter — sold in over 50 countries and more than 2,000 Body Shop stores. All proceeds from sales will go directly to The Staying Alive Foundation, MTVNI’s global grant giving and advocacy organization that promotes and supports young people protecting themselves and communities against HIV and AIDS.
In addition, the campaign will launch this year’s Staying Alive mass media campaign in which the foundations’ ambassador, Travis McCoy, lead vocalist of the alternative hip-hop band Gym Class Heroes, will be heavily involved.
“Over the last two years, the more than $2 million raised through the MTV and The Body Shop partnership have been invaluable in carrying out education and prevention work at a grass-roots level throughout the world,” said Georgia Arnold, senior VP of Social Responsibility at MTV International and Staying Alive Foundation executive director.
For more information, contact jad.deveza@mtv-phil.com.