'Someone Like Me' has been launched across global digital channels, targeting young audiences where they socialise and connect. Durex and MTV Staying Alive Foundation intend to build the someonelikeme.tv hub into the world's largest peer generated content hub on sexual health, education and HIV awareness. The website will be populated with a global crew of young people from around the world who will submit video diaries with their views and stories. To get the ball rolling, Durex Singapore has engaged key online influencers including popular radio personality Boy Thunder, Xavier Ong, Mae Tan and many more who shared their thoughts and fundamentally driving change.
Singapore, 30 November 2013 - To commemorate World AIDS Day held annually on 1 December, Durex Singapore donated S$10,000 and 20,000 condoms to Action for Aids Singapore today in support of their community engagement efforts.
For the month of November 2013, Durex pledged to donate ten cents for every condom pack sold at Giant, Cold Storage and Guardian, and one condom for every condom pack sold at Watsons.
This initiative is part of Durex's latest 'Someone Like Me' global campaign in collaboration with MTV Staying Alive Foundation, which is launched in seven countries including Singapore, Sydney, Shanghai, Moscow, Berlin, Mexico City and Bogota, Colombia on World AIDS Day.
"Each year, over 400 people are diagnosed with HIV in Singapore and nearly half are already in the late-stage of HIV infection. 98 percent of these reported HIV cases acquired the infection through sexual transmission. Therefore, there is a strong need to increase public awareness and education on sexual wellbeing matters.Durex has been at the forefront driving this change and our latest 'Someone Like Me' campaign aims to empower individuals to take charge of their sexual health and protect themselves. If HIV is detected early, they can continue to lead a normal life with medication," said Ms. Hina Nagarajan, General Manager Malaysia & Singapore.
“For 15 years, the MTV Staying Alive Foundation has produced films, documentaries, public service announcements and more to promote safer lifestyle choices and fight the stigma and discrimination associated with HIV/AIDS. We have raised fund and rallied support for various HIV prevention projects led by youth leaders across the world, and believe that this is the generation to change the course of the HIV epidemic. The Foundation is delighted to join forces with Durex on a three-year long campaign ‘Someone Like Me’, to start a global conversation about sex and positive sexual behaviour towards a world free from HIV,” said Ms. Tan Sian Ju, Vice President, MTV, Viacom International Media Networks Asia.
Over the course of the next three years, the campaign strives to break down the myths and barriers that confine sex education by starting a global conversation about sex, sexual health and sex education - a conversation that says 'you are not alone', that 'someone like me' has the same questions, worries and concerns about sex as you do.
Someone Like Me' has been launched across global digital channels, targeting young audiences where they socialise and connect. Durex and MTV Staying Alive Foundation intend to build the someonelikeme.tv hub into the world's largest peer generated content hub on sexual health, education and HIV awareness. The website will be populated with a global crew of young people from around the world who will submit video diaries with their views and stories. To get the ball rolling, Durex Singapore has engaged key online influencers including popular radio personality Boy Thunder, Xavier Ong, Mae Tan and many more who shared their thoughts and fundamentally driving change.
The World AIDS Day celebration held at The Butter Factory tonight expects to see more than 600 party-goers coming together to drive change and to build a HIV-free generation. Hosted by MTV VJs Hanli Hoefer and Alan Wong, the celebration will be attended by stellar DJ personalities from the AOS Collective group including Andrew T, Dave Does, Hapa, N'fa and Tang. Furthermore, to increase HIV awareness among the public, 1,000 condoms and complimentary HIV mobile testing coupons will be distributed during the event.
- end -
For more media information, please contact:
Vibes Communications for Durex Singapore
Amy Lau, PR Executive
t: (65) 6737 8883 m: (65) 9296 6609
e:
amy@vibescomm.com.sg
Cindy Yong, PR Executive
t: (65) 6737 8883 m: (65) 9743 3941
e: cindy@vibescomm.com.sg
Viacom International Media Networks
Loh Bi Feng, Senior Executive, Corporate Communications, Asia
t: (65) 6420 7154 m: (65) 9002 9607
e:
loh.bifeng@vimn.com
About Reckitt Benckiser (RB):
Reckitt Benckiser (RB) is a global consumer goods leader in health, hygiene and home. With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 companies listed on the London Stock Exchange. Since 2000 net revenues have doubled and the market cap has quadrupled. Today it is the global No 1 or No 2 in the majority of its fast growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands including Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Airwick, and French’s, and they account for 70% of net revenue.
RB people and its culture are at the heart of the company’s success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in CSR where the company has reduced its Carbon footprint by 20% in 5 years and is targeting now to deliver a 1/3 reduction in water use, 1/3 further reduction in Carbon and have 1/3 of its net revenue coming from more sustainable products by 2020.
The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries, the company employs approximately 32,000 people worldwide.
For more information visit www.rb.com
About The MTV Staying Alive Foundation:
The MTV Staying Alive Foundation is an international content-producing and grant-giving organization dedicated to stopping the spread of HIV among young people. The Foundation creates and distributes challenging and entertaining HIV prevention content across MTV channels and with third-party broadcasters, while finding and funding young leaders who are tackling the HIV epidemic in their own communities.
To date, MTV Staying Alive Foundation programming has reached 100% of the top 50 countries affected by HIV, and has awarded 429 grants in 63 countries around the world, distributing nearly $4.5 million to grassroots HIV prevention projects. The MTV Staying Alive Foundation is registered as a UK charity and as a 501c3 charitable organization in the US.
For more information log onto http://stayingalivefoundation.org
View full press release