#SOMEONELIKEMESG: Share A Story





A GLOBAL CONVERSATION ABOUT SEX, SEXUAL HEALTH AND A WORLD FREE FROM HIV FOR WORLD AIDS DAY 2013, DUREX AND THE MTV STAYING ALIVE FOUNDATION  LAUNCH 3 YEAR GLOBAL INITIATIVE.

Leading to the commemoration of World AIDS day held annually on 1 December, Reckitt Benckiser’s power brand Durex partners with the MTV Staying Alive Foundation to launch ‘#SomeoneLikeMe’, a global campaign for young people to become more aware of the myths and barriers that confine sex, sexual health and education. Launched in eight countries including Singapore, Sydney, Shanghai, Moscow, Berlin, Mexico and Bogota, Colombia. The MTV Foundation creates and distributes challenging and entertaining sexual health content across their channels, reaching 100% of the top 50 countries affectedby HIV and awarding 429 grants in 63 countries.




During the launch, Ms Hina Nagarajan, General Manager Malaysia and Singapore said: "Each year, over 400 people are diagnosed with HIV in Singapore and nearly half are already in the late-stage of HIV infection. 98 percent of these reported HIV cases acquired the infection through sexual transmission. Therefore, there is a strong need to increase public awareness and education on sexual wellbeing matters.Durex has been at the forefront driving this change and our latest '#SomeoneLikeMe' campaign aims to empower individuals to take charge of their sexual health and protect themselves. If HIV is detected early, they can continue to lead a normal life with medication."


                                                   Ms Hina Nagarajan      Ms Tan Sian Ju                    


Ms Tan Sian Ju, Vice President, MTV, Viacom International Media Networks Asia said: “For 15 years, the MTV Staying Alive Foundation has produced films, documentaries, public service announcements and more to promote safer lifestyle choices and fight the stigma and discrimination associated with HIV/AIDS. We have raised fund and rallied support for various HIV prevention projects led by youth leaders across the world, and believe that this is the generation to change the course of the HIV epidemic. The Foundation is delighted to join forces with Durex on a three-year long campaign ‘#SomeoneLikeMe’, to start a global conversation about sex and positive sexual behaviour towards a world free from HIV.”


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Durex Singapore presented a SGD10,000 cheque to Action for Aids Singapore in support of their community engagement efforts and  have also donated 20,000 condoms. That’s not all, in the month of November 2013 Durex had pledged to donate ten cents for every condom pack sold at Giant, Cold Storage and Guardian, and one condom for every condom pack sold at Watsons. This initiative is part of Durex’s latest '#SomeoneLikeMe' global campaign in collaboration with MTV Staying Alive Foundation.




‘#SomeoneLikeMe’ will run a three year course targeting young audiences where they socialise and connect. Durex and MTV Staying Alive Foundation intend to build the someonelikeme.tv hub into the world's largest peer generated content hub on sexual health, education and HIV awareness. The website will be populated with a global crew of young people from around the world to help submit video diaries with their views and stories. With an overall aim to help form a world free from HIV.  ‘#SomeoneLikeMe’ will directly target the preconception that HIV is no longer relevant to young people, with messaging highlighting that HIV could (and does) happen to ‘#SomeoneLikeMe'. The campaign will encourage young people to engage with the provocative statement, ‘#SomeoneLikeMe’, to share it, and to use it to make their own positive change towards a world free from HIV through various social media platforms like twitter and Instagram hashtag #SomeoneLikeMe.



Celebrations continued on at the Butter Factory with MTV VJs Hanli Hoefer and Alan Wong as hosts, stellar DJ personalities from the AOS Collective group including Andrew T, Dave Does, Hapa, N'fa and Tang entertained the crowd of more than 600 party-goers.


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Rach X Rella is proud to be part of this global campaign!

Be a part of this global campaign with Durex and MTV, add your voice to the global conversation at http://www.someonelikeme.tv
 
Check out our Facebook Page: Rach X Rella to see more photos of the event!

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