MTV’s Public Affairs team decided the theme for the 2007 Staying Alive campaign was to focus around letting young people know that they have the ability/power to protect themselves from contracting HIV and controlling their sexual health. The first initiative supporting this is a newly created element for the Staying Alive campaign called ME. It was created to encourage young people to talk to each other about HIV, AIDS and sex. Our brief was to come up with a spot that drives viewers to learn more about the initiative online.