The Body Shop, in partnership with MTV Networks International and MTV’s Staying Alive Foundation, recently launched a new campaign challenging young adults to pledge to safe sex in an effort to battle the spread of HIV and AIDS.The multimedia press release issued on March 23rd announces the launch of the campaign’s interactive website, www.yestosafesex.com and of The Body Shop’s “Tantalising Lip Butter”, which will be sold for a limited run and whose proceeds ($5 of the $8 retail price) go to benefit the Staying Alive Foundation.
The campaign and the website encourage young adults to take responsibility by making a pledge to engage in safe sex and protect themselves and their community from HIV/AIDS. The global nature of the campaign is reflected in the website which is available in 10 languages, and features a graphic world map which tracks the number of pledges from around the world every time a user signs on.
The press release also outlines the multi-faceted elements of the campaign which include a 30-second spot on MTV, a Facebook application, Twitter page, and photo competition on Flickr, in addition to highlighting The Body Shop’s broader pro-social goals and achievements to date.
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