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MTV International and Durex have announced a multi-platform agreement to raise the profile of their global sex education partnership, ‘Someone Like Me’, which will involve the ground-breaking campaign becoming a pan-European sponsor of a range of high-profile MTV content.
Under the terms of the deal, the ‘Someone Like Me’ campaign will sponsor MTV’s portfolio of new relationship and dating programmes, including Ex on the Beach, Time’s Up and The Ex and The Why, as well as the Isle of MTV summer festival in Malta at the end of June. The deal will culminate in a pan-European sponsorship of the 2014 MTV EMAs – MTV’s global annual celebration of the hottest stars in music – taking place in Glasgow on 9th November.
These sponsorships will be part of a wider, integrated campaign across multiple touchpoints including TV, social media and live events, taking advantage of MTV’s unrivalled reach amongst young audiences to enable ‘Someone Like Me’ to reach millions of young people across Europe.
The deal was brokered by VIMN Advertising and Brand Solutions, the sales division of MTV international’s parent company, Viacom International Media Networks.
Durex has committed to funding the agreement as part of an ongoing collaboration with the MTV Staying Alive Foundation (MTV SAF) to improve sexual health among young people around the world. ‘Someone Like Me’, a jointly conceived global youth engagement campaign, was launched on World AIDS Day (1st December) last year with the aim of using the reach and influence of the world’s leading youth entertainment brand and the world’s number 1 condom brand to start a global conversation about sex and sexual health, ultimately empowering young people to live happier, healthier sex lives.
Mark Pearson – Marketing Director Durex, Europe and North America: “MTV SAF and Durex have a shared vision to improve sexual health for young people around the world and the energy, commitment and passion to make that happen. Following the successful launch of the’ Someone Like Me’ campaign last year, we’re excited to be sponsoring a number of MTV programmes and activities across Europe this year. This is part of our ongoing commitment to increase the relevance of ‘Someone Like Me’ to more young people, moving into the mainstream arena, all year long. We believe extending the scale and scope of ‘Someone Like Me’ will have a positive impact on young people in Europe in 2014.”
Georgia Arnold – Executive Director, MTV Staying Alive Foundation: “Durex have shown real imagination and understanding of how best to engage young audiences in partnering with us on Someone Like Me and we’re delighted to be taking our relationship with them to the next level. This deal will allow us to take a conversation about safe sex into the mainstream; it is only through open honest dialogue around sex and sexual health that attitudes will change and we are thrilled to be partnering with Durex on a campaign that will empower young people to do just that.”