MTV and The Body Shop have collaborated to help in the fight against HIV and AIDS. The Spray to Change Attitudes will launch on January 29th with a new fragrance by The Body Shop called Rougeberry Eau de Toilette. The Body Shop will sell this limited edition fragrance until March 30th.
Both MTV and The Body Shop will host ad campaigns to try to reach their young demographic, the most vulnerable of all the ages for HIV and AIDS. Nearly half of the 5 million people infected with HIV last year were 15-24 year olds according to The Body Shop founder, Anita Roddick. Since MTV and The Body Shop have world-wide appeal, they are hoping that through reaching this demographic and educating them through the Spray to Change Attitudes campaign, that they can make a difference in the lives of young people and hope that they will in turn educate their friends.
Proceeds from the sale of Rougeberry Eau de Toilette will be given to the Staying Alive Foundation; in the US that should be about $8.70 per bottle. The Staying Alive Foundation, as described on their website, is a multimedia global HIV and AIDS prevention campaign that challenges stigma and discrimination associated with HIV and AIDS as well as empowers young people to protect themselves from infection.
What do you think? Will the campaign be effective in educating and changing the attitudes of their targeted demographic?
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