The Body Shop and MTV Networks International are launching a global campaign that aims to raise funds for the Staying Alive Foundation, an HIV and AIDS charity.
The retailer has created a new limited edition Guarana Lip Butter, which will be sold in its stores in 55 countries. All proceeds will go directly to the charity, which MTV founded in January 2005.
MTV is supporting the “Move Your Lips” campaign by running TV ads across its network, which it estimates reaches 508 million households around the world. The Body Shop will also be running in-store promotions.
Money raised by the campaign will help provide grants to young people working on HIV prevention initiatives, as well as funding HIV awareness and prevention projects around the world.
This is the second time The Body Shop and MTV have collaborated. Last year, the retailer launched a new fragrance, Rougeberry Eau de Toilette, with proceeds from its sale also going to the Staying Alive Foundation. The “Spray to Change Attitudes” campaign starred R&B star Jamelia.
A Marketing Week/ Brand-Index survey carried out last year also found that The Body Shop was one of the most trusted brands on the issue of environmentally-friendly practices (MW May 31, 2007).