The Malta Independent 24 May 2018, Thursday

MTV and Durex join hands: Global sex education campaign to be promoted during Isle of MTV

Malta Independent Monday, 5 May 2014, 10:04 Last update: about 5 years ago

A sexual health campaign is currently underway aiming to convey sexual health messages in a range of high-profile MTV content, including the free open-air Isle of MTV music festival to be held in Malta next month.

The Isle of MTV festival has become an unmissable part of Malta’s summer calendar of events. Next month’s festival will mark the eighth consecutive year the MTV live event will be held here. 

In a bid to help raise the profile of a global sex education partnership ‘Someone Like Me’, MTV International and the world’s leading condom maker joined hands to announce a multi-platform agreement to raise the profile of their global sex education partnership, which will involve the ground-breaking campaign becoming a pan-European sponsor of a range of high-profile MTV content.

Under the terms of the deal, the ‘Someone Like Me’ campaign will sponsor MTV’s portfolio of new relationship and dating programmes, including Ex on the Beach, Time’s Up and The Ex and The Why, and last but not least the much awaited Malta festival.

Since reaching a target audience has become harder through traditional channels, that of TV, radio and print, since trends are shifting, another means of reaching the youth segment is being turned to, such as music festivals which no doubt attract thousands of youths

The MTV/Durex deal, signed late last month, will culminate in a pan-European sponsorship of the 2014 MTV EMAs – MTV’s global annual celebration of the hottest stars in music – taking place in Glasgow on 9 November.

These sponsorships will be part of a wider, integrated campaign across multiple touch points including TV, social media and live events, taking advantage of MTV’s unrivalled reach among young audiences to enable ‘Someone Like Me’ to reach millions of young people across Europe.

The deal was brokered by VIMN Advertising and Brand Solutions, the sales division of MTV international’s parent company, Viacom International Media Networks.

Durex has committed to funding the agreement as part of an ongoing collaboration with the MTV Staying Alive Foundation (MTV SAF) to improve sexual health among young people around the world. ‘Someone Like Me’, a jointly conceived global youth engagement campaign, was launched on World AIDS Day (1 December) last year with the aim of using the reach and influence of the world’s leading youth entertainment brand and the world’s number 1 condom brand to start a global conversation about sex and sexual health, ultimately empowering young people to live happier, healthier sex lives.

Mark Pearson – Marketing Director Durex, Europe and North America, was quoted as saying by “MTV SAF and Durex have a shared vision to improve sexual health for young people around the world and the energy, commitment and passion to make that happen. Following the successful launch of the’ Someone Like Me’ campaign last year, we’re excited to be sponsoring a number of MTV programmes and activities across Europe this year.  This is part of our ongoing commitment to increase the relevance of ‘Someone Like Me’ to more young people, moving into the mainstream arena, all year long. We believe extending the scale and scope of ‘Someone Like Me’ will have a positive impact on young people in Europe in 2014.”

Georgia Arnold – Executive Director, MTV Staying Alive Foundation, said: “Durex have shown real imagination and understanding of how best to engage young audiences in partnering with us on Someone Like Me and we’re delighted to be taking our relationship with them to the next level. This deal will allow us to take a conversation about safe sex into the mainstream; it is only through open honest dialogue around sex and sexual health that attitudes will change and we are thrilled to be partnering with Durex on a campaign that will empower young people to do just that.”

According to the ministry of tourism website, over the eight years that Isle of MTV has been held in Malta, the number of visitors to the island under the age of 24, has increased by 88 per cent and now accounts for 20.3 per cent of all tourists.

Isle of MTV is considered to be one of the coolest and most eclectic free European summer music events with a reputation for showcasing some of the biggest names from the international music scene. Previous performers have included Lady Gaga, Black Eyed Peas, N*E*R*D, One Republic, Maroon 5, Akon, Enrique Iglesias, Kid Rock, David Guetta, Metro Station, Snoop Dogg, LMFAO, Jesse J, and Rita Ora among others.

It has not yet been known who the performers at next month’s festival will be.


  • don't miss