The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec

Advertising MTV Creativity

MTV Staying Alive launch safe sex campaign with PHD

By Katy Archer | n/a

August 7, 2018 | 2 min read

PHD has produced a concept for MTV Staying Alive, a youth focused sexual health and HIV prevention charity, by launching a safe sex campaign with a week-long takeover of The Sun.

The ‘Ride with Protection’ campaign is MTV Staying Alive’s first-ever national print campaign, designed to encourage safe sex and healthy choices for sexual and reproductive health.

Across the week, 12 print ad placements will run in a variety of formats including premium full-page spreads.

The print ad creative focuses on a young couple at a summer fairground and features MTV Staying Alive brand ambassador and singer-songwriter Ella Eyre. The creative sees Eyre encourage viewers to ‘”Ride with Protection’’ and wear a condom, in line with the campaign call to action.

The campaign is a result The Sun’s ‘A Force for Good’ media competition, which Omnicom Media Group’s PHD won earlier this year.

Georgia Arnold, executive director of MTV Staying Alive said: “We are so excited to launch our ‘Ride With Protection’ campaign in collaboration with ONE Condoms and The Sun. We hope this campaign reaches young people and encourages them talk openly about sex and to make healthy choices in regard to their sexual and reproductive health. We are so grateful to PHD for championing MTV Staying Alive and beating 30 other entries to give us this national campaign.”

Sarah Nugent, managing partner at PHD added: “For the team at PHD to not only win ‘A Force for Good’ against tough competition but to do it for a delicate subject like safe sex, all while supporting a client charity initiative, is outstanding. A real purpose to our media planning and a true force for good.”

‘A Force for Good’ rewards charity initiatives ideas that align with the beliefs and values of The Sun with a £250,000 print media prize.

The standalone press campaign will be supported by TV and social across MTV channels and platforms internationally.

Advertising MTV Creativity

Content created with:


PHD is known globally as an innovator in communications planning and buying across broadcast, print, digital, mobile, social and emerging media and was named as the UK’s ‘Media Agency of the Year 2016’ at the Media Week Awards and as ‘Media Network of the Year 2016’ by Campaign magazine.

Find out more

More from Advertising

View all


Industry insights

View all
Add your own content +