Spotify uses 'play safe' playlists to promote safe sex

by Sarah Johnson, marketingmagazine.co.uk 02-Apr-09, 12:00

LONDON - MTV UK and The Body Shop have joined forces with online music service Spotify to support the Staying Alive Foundation.

The music service will offer 'play safe' playlists compiled by famous artists with a safe sex message.

The playlists are part of a national campaign by MTV and The Body Shop to raise funds for the foundation. To date more than £1.4m has been raised.

A recent survey by MTV UK revealed an alarming level of complacency among 16-24 year olds regarding safe sex. Seventy-five percent of those surveyed admit to having unsafe sex and a further 60% think that they will not contract HIV from unsafe sex. Additionally over two thirds have not taken a HIV test and a quarter of young people still believe that homosexuals are more likely to contract HIV and AIDS.

Artists that have created bespoke 'play safe' playlists for Spotify include Staying Alive ambassador Travis McCoy, VV Brown, The Saturdays, Stereophonics, James Walsh from Starsailor, and Rhys and Eggsy from Goldie Looking Chain. Celebrity blogger, Perez Hilton has also been involved in the campaign. Spotify users are being encouraged to produce and share their own playlists as part of the campaign