A global campaign for Durex and MTV Staying Alive Foundation, which aims to shape a world free of HIV. Aimed at young people (14-25). Launched in 6 languages across 36 countries.

Our solution: 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. 

It reached young people wherever they socialise and connect delivering key messaging, be that digital and social for awareness and experiential events to drive engagement.

Core elements were developed and included (but were not limited to) someonelikeme Website, Facebook page, Twitter page and YouTube page, campaign films, brand images, social media skins, banners, hooks and visuals and videos with user generated content.

A series of 9 parties around the world on World Aids Day, helped to create mass awareness for the campaign and a huge lift in social noise.

Launched 1Share1Condom - viral video helped to deliver 10 million condoms to HIV affected projects around the world -

Truly multi-platform - #someonelikeme is our flag, someonelikeme.tv is our online home, and someonelikeme events are our celebration.

The highlights video illustrates the campaign https://vimeo.com/87507318 password: SLM

Key highlights

• Global reach (earned) 950M

• Content views 207M

• Engagements 19M

• Activating markets 36

• Attendess at someonelikeme events 11,000

• Condoms to be donated to HIV projects globally 10M

• China grew their follower base by 40% on the back of SLM.

Biggest digital campaign from Durex; KPIs exceeded by > 100%; strong qualitative feedback for campaign message and approach.

Delivered fully integrated campaign across all physical & digital platforms (Web, mobile, social, TV, media, experiential), across all regions, localised with a global message and clear social media/digital programmes and market flexibility

Shown commitment of Durex as valued and respected partner in improving sexual health globally. We have unique collaboration with MTV SAF with clear mission, strategy and single minded message to deliver a programme that resonates with its audience