SlideShare a Scribd company logo
World Aids Day
#SomeoneLikeMe campaign.
Durex and MTV SAF
Studio Output delivered a
global campaign for Durex and
MTV Staying Alive Foundation,
which aims to shape a world
free of HIV. In November
2013, #SomeoneLikeMe
launched worldwide across
digital channels, targeting
young audiences wherever
they socialise and connect.
The campaign breaks down the
myths and barriers that confine
sex education. This means starting
a frank, global conversation
about sex. A conversation that
says 'you are not alone' and
'someone like me' has the same
worries, concerns and questions
as you do. With young people
talking freely about sex, the HIV
message will be introduced
naturally into conversation.
Along with the campaign concept
and branding, we also created a
launch film for the campaign.
The someonelikeme.tv hub will
become the world's largest peer-
generated content hub all about
sex. The campaign also featured
heavily on Durex and MTV social
channels and paid media, with
social hooks like the 'Secret sex-
o-meter' stimulating conversation
and raising awareness. Then, on
the eve of World Aids Day, seven
countries around the world hosted
events, driving the campaign
message and celebrating change.
www.someonelikeme.tv
• Reach to date: 524,808,359
• Engagement to date:
	 12,868,528
• Condoms given away:
	 10 million (exceeded
	 target by nearly 3 million)
• 36 countries supported
	 the campaign
• 8 #SomeoneLikeMe events
	 run successfully on the
	 eve of World Aids Day
• Over 12,000 attending
	 parties worldwide
Helpingthenext
generationtotackle
aglobalchallenge.
OURVOICE
MEANS
SOMETHING
BRANDGUIDE—01

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Someone Like Me for World AIDs Day

  • 1. World Aids Day #SomeoneLikeMe campaign. Durex and MTV SAF Studio Output delivered a global campaign for Durex and MTV Staying Alive Foundation, which aims to shape a world free of HIV. In November 2013, #SomeoneLikeMe launched worldwide across digital channels, targeting young audiences wherever they socialise and connect. The campaign breaks down the myths and barriers that confine sex education. This means starting a frank, global conversation about sex. A conversation that says 'you are not alone' and 'someone like me' has the same worries, concerns and questions as you do. With young people talking freely about sex, the HIV message will be introduced naturally into conversation. Along with the campaign concept and branding, we also created a launch film for the campaign. The someonelikeme.tv hub will become the world's largest peer- generated content hub all about sex. The campaign also featured heavily on Durex and MTV social channels and paid media, with social hooks like the 'Secret sex- o-meter' stimulating conversation and raising awareness. Then, on the eve of World Aids Day, seven countries around the world hosted events, driving the campaign message and celebrating change. www.someonelikeme.tv • Reach to date: 524,808,359 • Engagement to date: 12,868,528 • Condoms given away: 10 million (exceeded target by nearly 3 million) • 36 countries supported the campaign • 8 #SomeoneLikeMe events run successfully on the eve of World Aids Day • Over 12,000 attending parties worldwide Helpingthenext generationtotackle aglobalchallenge. OURVOICE MEANS SOMETHING BRANDGUIDE—01