MTV in global Body Shop tie to push HIV message

by Nicola Clark, Marketing 24-Jan-07

MTV is launching an unprecedented global retail partnership with The Body Shop to raise awareness of HIV and Aids prevention.

The 'Spray to Change Attitudes' campaign, which will run in 44
countries, will include the creation of a limited-edition, co-branded
fragrance called Rougeberry Eau de Toilette.

The perfume, the first co-branded product to be sold by The Body Shop,

will be priced £4.50 in the UK and promoted in-store through

displays and leaflets.

The initiative will be supported by an ad campaign, promotional
activity, competitions and celebrity ambassadors. All proceeds will go
to The Staying Alive Foundation - a global charity run in partnership
with MTV, which awards grants to young people striving to prevent the
spread of HIV and Aids.

The activity is MTV's latest awareness drive for the cause; it launched
a dedicated advertising campaign for it last month.

The push is being overseen by Bill Roedy, vice-chairman of MTV Networks
and chairman of The Staying Alive Foundation, and Dame Anita Roddick,
founder of The Body Shop. 'None of us can afford to ignore the fact that
nearly half of the 5m people newly affected with HIV last year were
between 15 and 24,' said Roddick.

Supporting good causes and promoting its ethical stance has become
increasingly important to The Body Shop following a spate of negative
press that followed its acquisition by global cosmetics group L'Oreal
last year.