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"Spraying to change"
The
Star (www.thestar.com.my)
(05/03/07)
THE Body Shop recently jointly launched a campaign with MTV Networks
International called Spray To Change Attitudes, which aims to bring HIV/AIDS
knowledge and awareness to millions of young people in 44 countries.
“Why are we targeting young people? Well, quite simply, because the HIV
epidemic is disproportionately affecting them. The reality is that of the
five million newly-effected with HIV, more than 50% were under the age of
25. .
“That’s why we created the Spray to Change Attitude Campaign to create
understanding, knowledge, and awareness to fight stigma to change attitude
and break taboos about HIV,” said The Body Shop founder Anita Roddick who
spoke about the campaign in a teleconference.
The Body Shop has pledged to channel sales proceeds from its limited edition
co-branded fragrance called Rougeberry Eau de Toilette to the Staying Alive
Foundation. The spray was developed specially by The Body Shop for this
campaign.
Body Shop and The Staying Alive Foundation are long time advocates in the
fight against AIDS, and believe that one sure way of to get to the root of
the problem is by reaching out to the younger generation.
The campaign includes the airing of HIV/AIDS-related programmes on MTV
channels all over the world. In Body Shop outlets, leaflets and brochures
with HIV/AIDS information are made available. There are also events like
competitions, youth discussions and functions with celebrity spokepersons.
In Malaysia, VJ Colby was present at the campaign launch.
“As part of our global activities, we sometimes work with celebrities and
artists, even world leaders, as role models to help communicate HIV
prevention messages,” said MTV Networks vice chairman and board of The
Staying Alive Foundation chairman Bill Roedy who joined Anita in the
teleconference.
Bill believes big names' involvement will have a positive impact on youths'
acceptance of HIV/AIDS messages.
So how will this campaign be any different from any other HIV/AIDS campaign
that has been carried out?
Anita believes that the correct channel to deliver HIV/AIDS information is
important. MTV and The Body Shop are the ideal medium to get the information
across.
“These are where young people are – it’s a no-brainer. People will come into
these areas, they’ll turn on the TV, they go to the sexiest channel for
themselves. They go into the Body Shop. It’s a cool shop,” she said,
explaining that these are the places where young people can get information.
Rougeberry has been selling very well, but there are still some left in
stores – to increase your knowledge on HIV/AIDS and to support the cause,
visit a The Body Shop outlet.
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