MTV and Body Shop collaborate on Aids awareness campaign

by Joanne Payne, Brand Republic 23-Jan-07, 09:00

LONDON - MTV and The Body Shop have come together to fight HIV and Aids in a global campaign called 'Spray to change attitudes', which will reach around the world to target young people in prevention of the disease.

The campaign will span 44 countries and reach millions of under-25s with proceeds benefiting The Staying Alive Foundation. The foundation is MTV's global grant-making and advocacy organisation that promotes and supports young people protecting themselves and their communities against HIV and AIDS.

To launch this campaign, The Body Shop and MTV have developed a limited-edition, co-branded fragrance called Rougeberry Eau de Toilette. The fragrance will be sold worldwide in The Body Shop stores from January 29 to March 30. Proceeds from the sale of every Rougeberry bottle will go to the Staying Alive Foundation. This equates to approximately £4.50 for every bottle of the perfume sold and represents the largest fundraising collaboration to date.

Dame Anita Roddick, The Body Shop founder, said: "The 'Spray to change attitudes' campaign will target the very age group we need to reach to tackle this epidemic head on and I'm so thrilled to think that together The Body Shop and MTV have created this incredible opportunity for many young people to engage and educate their peers on the impact of HIV and AIDS."

The campaign will also be supported by an ad campaign, promotional activity and celebrity ambassadors. MTV and The Body Shop jointly created a dedicated advertising campaign for the Foundation last month. In addition, the two companies have created promotional materials such as in-house displays and leaflets, as well as hosting events around the world throughout January and February.

Bill Roedy, vice-chairman of MTV Networks and chairman of the Staying Alive Foundation, said: "Business has a vital role to play in fighting HIV and AIDS. By partnering The Body Shop, we are able to communicate lifesaving HIV prevention messages in retail shops alongside MTV's global TV and digital media properties."

Roddick said: "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. The Spray to Change Attitudes campaign will target the very age group we need to reach to tackle this epidemic head on."

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