MTV & Durex announce collaboration to Ignite Change
The MTV Staying Alive Foundation And Durex Announce Global Sexual Health Collaboration To Inspire A Generation
The MTV Staying Alive Foundation, the world’s largest youth focused HIV and AIDS awareness and prevention campaign, and Durex, the world’s largest condom brand working in sexual health for more than 80 years, today announced a landmark collaboration, Ignite Change, to inspire young people around the world to take charge of their sexual health.
The multi-year collaboration will focus on creating and supporting innovative programmes to empower young people to adopt positive sexual attitudes and behaviour. The Ignite Change project’s aim is to work towards achieving an HIV-free generation while revolutionising sex education.
* ‘On the Ground’ – A programme in which Durex will support 10 of the current the MTV Staying Alive Foundation grantee projects in Latin America, Europe, Asia and Africa, both financially and through mentoring and training support (see attached Grantee project information). Driven by aspiring young leaders, these innovative projects are wide ranging, from producing creative, educational fairs around HIV awareness in high schools and universities, empowering young women to make informed decisions about sexual health and contraception through street theatre to training DJs as peer educators, relaying safe sex messages through their music.
* ‘Revolutionise Sex Education’ – a youth engagement and education programme, to be unveiled later this year will include compelling messages – from
a documentary to public service announcements, and will be linked with a website hosting information on positive sexual behaviour, providing young people the opportunity to engage and contribute with their peers around the world.
Volker Sydow, Durex global category director – sexual wellbeing, said: “Sexual health and sexual wellbeing are at the core of our organisations; we have a shared vision to improve sexual health for young people around the world and the energy, commitment and passion to make that happen. As a leading sexual wellbeing brand Durex is very proud to be working in this collaboration with the MTV Staying Alive Foundation and really excited about bringing it to life, to make a meaningful difference to young people around the world.”
Georgia Arnold, Senior Vice President of Social Responsibility at Viacom International Media Networks, said: “For the past 15 years, the MTV Staying Alive Foundation has been working hard to influence positive sexual behaviour among young people through compelling and relevant programming and grant-giving around the world. We are so thrilled to be partnering with Durex, and I am confident that together we can inspire and impact even more lives with educational and meaningful content.”
About the MTV Staying Alive Foundation:
The MTV Staying Alive Foundation is an international content-producing and grant-giving organization dedicated to stopping the spread of HIV among young people. The Foundation creates and distributes challenging and entertaining HIV prevention content across MTV channels and with third-party broadcasters, while finding and funding young leaders who are tackling the HIV epidemic in their own communities. To date, MTV Staying Alive Foundation programming has reached 100% of the top 50 countries affected by HIV, and has awarded 417 grants in 63 countries around the world, distributing over $4.2 million to grassroots HIV prevention projects. The MTV Staying Alive Foundation is registered as a UK charity and as a 501c3 charitable organization in the US.
For more information please visit stayingalivefoundation dot org
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