Today, the new campaign of MTV and The Body Shop called “Move your Lips” kicks off in Germany. So what’s behind this co-operation? Both companies have been involved in raising awareness for HIV/AIDS prevention for quite some time. MTV Networks International established its charitable foundation “Staying Alive” in 1995 and searched for partnering companies ever since. In 2007, they started partnering with The Body Shop for the first time. Together, they aim to educate the target group of under 26-years-old about the risks of HIV/AIDS, as they make up 50 percent of the five million people newly infected last year. In line with the “Staying Alive Awards”, MTV and The Body Shop raise money and give it as appropriations to young people who are leading prevention programs in regions which are particularly affected by AIDS.
The first of their two campaigns “Stop HIV: Spray to Change Attitudes” promoted a joint perfume called “Rougeberry” which was launched as a limited edition and sold in The Body Shop stores. Additionally, the campaign motive, a piece of art designed by Australian Graffiti artist Sarah Howell, was auctioned and the revenue was given to the “Staying Alive” foundation.
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The co-operation was a great success with MTV communicating the message via TV, websites, broadband services and mobile TV to a potential audience of 1.3 billion people worldwide. The promotion also had a relevant financial impact, as it could raise more than 500.000 Euro which were given to more than 80 projects.
After the success of last year’s campaign both partners joined again for a second promotion. The new campaign “Move your Lips” promotes a MTV-branded “Guarana lip butter” and will be available in The Body Shop stores from today. The campaign’s microsite www.moveyourlips.com is now also online in Germany.
The promotion includes posters at the POS as well as a commercial which will be broadcasted at MTV and reach approximately 500.000 households worldwide. Besides raising money for the foundation by donating two thirds of the money for every co-branded product sold, the campaign also aims to encourage young people to participate in the “Staying Alive Awards” which endow up to 10.000 dollar per project.
Both campaigns were executed likewise in more than 50 countries. Together, MTV and The Body Shop created a multi-platform campaign between media and retail of incredible impact. Well done – and way to go…
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I just stumbled upon another interesting co-operation for the prevention of HIV. The company (RED)™ of U2 frontman Bono supports HIV infected children and women in Africa. Therefore Bono initialised a new campaign with topmodel Gisele Bündchen and a series of top class brands like Apple, Emporio Armani, Converse, Dell, Starbucks, Hallmark, Microsoft etc. Each label designs specially (RED)™ products, fifty percent of the profits will be directly donated to buy and distribute antiretroviral medicine to the people dying of AIDS in Africa. The campaign will be published in Elle magazine in more then 25 countries, where Gisele presents the (RED)™ items.
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