The MTV Awards on 9 November will have a new category - ‘Best Song with a Message’ – as the the MTV Staying Alive Foundation teams with Durex to inspire and empower a generation to overcome barriers to safer sex and respectful relationships.
The programme between the two brands, known as Someone Like Me, will sponsor the new award category, which will recognise tracks featuring empowering content and lyrics that encourage young people to become more socially conscious, feel more confident and talk more openly and honestly without fear of judgment, on issues ranging from current affairs to sexuality.
Volker Sydow, Durex global category director, said: “Our work with MTV is committed to creating open and honest dialogue around sex and better relationships and we’re delighted to be showcasing these values via our sponsorship of ‘Best Song with a Message’ at the legendary MTV EMA.”
The winning track will be selected solely via hashtag voting across Twitter, Instagram, and Vine, with nominated songs including ‘We Exist’ by Arcade Fire (#WeExistEMA); ‘Take Me to Church’ by Hozier (#TakeMeToChurchEMA); Pretty Hurts by Beyoncé (#PrettyHurtsEMA); ‘All About That Bass’ by Meghan Trainor (#AllAboutThatBassEMA); and ‘We Are Here’ by Alicia Keys (#WeAreHereEMA).
Chris Shaw, executive vice president and managing director of advertising sales at
Viacom International Media Networks, said: “The ‘Best Song with a Message’ award is a really exciting addition to the 2014 MTV EMA, a perfect fit with Someone Like Me and an extension of the huge and rapidly expanding social media engagement with the event.
"We are always looking for innovative ways to work with our partners – not only are we excited to be launching this new category but we are also delighted to enable Durex and the Staying Alive Foundation to seamlessly sponsor it via their Someone Like Me campaign.”
Promotion of Someone Like Me has previously included sponsorship of MTV’s relationship and dating programmes and the Isle of MTV summer festival.