Durex and MTV Staying Alive Foundation (SAF) have launched Someone Like Me, a global sex education campaign led by young people for young people.
Research has revealed that 40% of people cannot remember their sex education and only 19% of women enjoyed their first sexual experience.
In light of these statistics, Someone Like Me seeks to show young people that they are not alone and that Someone like me has the same worries, concerns and questions about sex.
The campaign is aimed at normalising the way sex is talked about and encourages 100 million young people to engage with #someonelikeme, to share stories and make their own positive change to sex and sexual health.
It also seeks to target perceptions surrounding HIV and demonstrate that the infection could happen to Someone like me.
Georgia Arnold, Executive Director MTV Staying Alive Foundation, said: “For the past 15 years, the MTV Staying Alive Foundation has worked tirelessly to influence positive sexual behaviour among young people around the world. At MTV SAF, we believe that this generation will change the course of the HIV epidemic, and are thrilled to be partnering with Durex on a campaign that will empower young people to do just that.”
MTV SAF and Durex aim to build the Someonelikeme.tv hub into the world’s largest peer hub generated by young people for young people.
Volker Sydow, Durex Global Category Director, Reckitt Benckiser, said: “With ‘#someonelikeme’ we are excited to provide to young people around the world a new and revolutionary platform to speak up. We want to drive change for them to experience in their lifetime an HIV-free generation.”
A specially made documentary and a month long global social media campaign are intended to start the global conversation about sex and sexual health, culminating in World AIDS Day on Sunday, December 1.
On Monday, November 25 the Someone Like Me documentary, ‘My Sex Life and Everyone Else’s’ will air on MTV in the UK at 11pm.
To see film preview, CLICK HERE:
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