Yes, Yes, Yes to Safe Sex
The Body Shop & MTV Networks International Launch New Interactive Online Platform Dedicated to HIV/AIDS Prevention
Yes, Oui, Si, Da...The Body Shop in partnership with MTV Networks International, is challenging the under-25s to learn how to say "Yes to Safe Sex" in multiple languages, with the launch of its new interactive web site, www.yestosafesex.com. Designed by MTV, the web site, which has just gone live, is both interactive and exploratory with innovative navigation and button pushing.
Make a Pledge
Each visitor is asked to make their own personal pledge to only engage in safe sex, to protect themselves from HIV/AIDS. The web site will feature up to date news related to the campaign. Consumers are also asked to get on board through a product purchase, an eye catching Tantalizing Lip Butter, retailing for $8.00. Approximately $5 from every purchase of the fruity lip butter will benefit the Staying Alive Foundation, a charity empowering young people around the world to protect themselves and their communities against HIV and AIDS.
With research showing over 3,000 new HIV infections daily among young adults ages15-24, the campaign and website aims to target young people taking risks with their own health and that of their sexual partners.
Facebook
To encourage consumers to show their commitment to safe sex, The Body Shop and MTV Networks International will also launch a Facebook application (http://apps.facebook.com/causes/228933/5056140?m=9483ecc8) where consumers can invite their friends to engage in a discussion on safe sex, encourage them to donate their status to the campaign and raise money for HIV/AIDS awareness.
Flickr
For photographers keen to express their creativity, there will be a contest on Flickr, (http://www.flickr.com/groups/664446@N20/) where consumers will be encouraged to upload photos of themselves with the Tantalizing Lip Butter or images of the word "Yes" captured in weird wonderful places. The best photos posted will win a gift bag full of MTV and The Body Shop goodies.
Twitter
Tweet your safe sex pledge and other euphemisms on the importance of practicing safe sex via Twitter. The Staying Alive twitter (http://twitter.com/mtvstayingalive) will also feature up to the moment live updates from the campaign.
Safe Sex Gets Sultry on the Little Screen
To illustrate the power of the word "Yes" when it comes to safe sex., The Body Shop and MTV Networks International have created a 30 second promotional film highlighting young people from different backgrounds promoting saying "Yes" in a physical way. For example, a cool skater boy pulls a move on his board and as the board flips, we see that the underside of his board has a YES sticker. The ad is designed to intrigue the viewer, into finding out what all the "Yeses" are alluding to.
"The Body Shop and MTV believe that young people do not immediately consider their own sexual behavior to be part of this fight against HIV. So, by talking to them directly about safe sex, in the online space, we hope to show them that protecting themselves is the first and critical step in the fight against HIV/AIDS. It's really very simple, we want them to think "safe sex" whenever they think "sex", said Shelley Simmons, Director of Values for The Body Shop Americas.
Over the last two years The Body Shop and MTV Networks International have raised over $2 million, which has gone directly to the Staying Alive Foundation. This funding has provided grants to young people to work on HIV prevention efforts amongst their peers at a grass-root level. To find out more about award recipients benefiting from campaign support, visit: www.yestosafesex.com
For more information, please contact:
Sheikina Liverpool
Public Relations Manager, Americas Region
Email: sheikina.liverpool@thebodyshop.com
Office: 212-885-8381
Cell: 646-245-6163
