Durex and the MTV Staying Alive Foundation have rolled out a new digital campaign which aims to break down the barriers around sex education and dispel the myths around HIV.
Devised by Studio Output, which will be working on the activity for the duration of its three-year run, ‘Someone Like Me’ directly targets the preconception that HIV is not relevant, with messaging highlighting that HIV could (and does) happen to ‘someone like me'.
Central to the campaign is the dedicated someonelikeme.tv site, a peer-generated content hub encouraging a global community of young people to submit video diaries with their views and stories around sex.
The activity, which officially launched across digital channels on 11 November, has featured prominently on Durex and MTV Social Channels, asking people to share their thoughts using the hashtag #someonelikeme, to stimulate the conversation and create awareness.
Additionally, the initiative aims to give away 10 million condoms ahead of World Aids Day to HIV projects as people share the idea across social networks using the hashtag #1Share1Condom. An MTV documentary, 'My Sex Life and Everyone Else's', will also air on MTV globally on 25 November.
The campaign has so far reached over 49 million people, engaged with two million people and had views of over seven million worldwide.