In the run up to World AIDS Day on Sunday, 1st December, Durex, a Reckitt Benckiser company, is activating the 'One Share One Condom' campaign, with the aim of donating 10 million condoms to HIV and AIDS projects around the world to encourage safe sex and to help young people experience an HIV-free generation in their lifetime.
Akhil Chandra, Managing Director, Reckitt Benckiser India said: “The global statistics on number of HIV/AIDS cases is alarming. In India, sex as a subject is still considered a taboo in large sections of our society.”
The global campaign is aiming to engage 100 million young people across the globe through digital media – Durex is looking to leverage social media as a platform to engage with consumers.
Durex has partnered with MTV Staying Alive Foundation (SAF) to launch ‘Someone Like Me’, a global sex education campaign led by young people for young people.
Starting this week, for every share of the 'One Share One Condom' YouTube video and every use of #Someonelikeme, Durex will donate one condom to HIV and AIDS projects around the world. MTV SAF and Durex aim to build the Someonelikeme.tv hub into the world’s largest peer hub generated by young people for young people. The various channels feature video diaries of young people from around the world, sharing their own views and stories about sex.
Akhil Chandra, adds: “In an environment, where it is not discussed candidly, we are going to leverage the power of social media to give the youth today a platform to freely express themselves. At the same time, every share and conversation will help in making a difference to someone’s life as we will donate one condom to HIV and AIDS projects around the world.”