MTV and The Body Shop launch safe sex campaign

MTV’s Staying Alive Foundation and The Body Shop have launched a website to support their joint ’say yes to safe sex’ campaign.

The aim of the site is primarily to promote this year’s fundraising product, a Body Shop lip butter, but also hopes to encourage young people, globally, to say ’yes to safe sex’, increase awareness and reduce new infections.

The site will be available in ten languages and visually mimics the design of the TV campaign and lip balm.

The site also asks visitors to make three pledges which tie into the three “Yes” elements of the campaign tagline; to talk openly about sex with your partner, to get clued up about safe sex and to have safe sex.

When the user has committed to all three elements, their pledge is automatically added to the total pledge figure, and represented on a map. This map will graphically illustrate how many pledges are being made globally and per region and will a list of top ten pledging countries.

The HIV and AIDS awareness campaign is part of ongoing work by the Staying Alive Foundation and is the third year MTV and The Body Shop have partnered to create a fundraising product and supporting campaign.

Julie Allen, director, digital and creative, social responsibility, MTV Networks International, said, “The digital space that we have created works to bolster the safe sex message to young people. More than ever online is the way that young people access information and media.”

The foundation has raised over £1.4m so far and has included a section for videos about how the money has been spent.

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