MTV and Body Shop say ‘Yes to Safe Sex’
Street teams are making noise outside the Toronto Eaton Centre Body Shop store today, and MTV is covering the cause-related action.
For one day only, youth will be screaming yes, yes, yes to safe sex. Peaking at noon and for two hours after, a pyjama-clad street team outside the Body Shop store in the Eaton Centre will be expressing their pleasure for safe sex.
The one-day-only event fires up today, promoting the new ‘Yes to Safe Sex’ campaign from the Body Shop and Staying Alive Foundation, a MTV charity supporting youth grassroots HIV/AIDS awareness projects. MTV hosts Aliya-Jasmine Sovani and Nicole Holness will be on hand to cover the event.
‘MTV and Body Shop have a long-standing partnership,’ Ive Balins of Strategic Objectives tells MiC. ‘We find that with their partnership we reach that target audience, 15- to 24-year-olds.’ Along with the ‘Yes’ street teams, there will be Durex condom giveaways, and posters displayed in the Body Shop store and the Eaton Centre entrances until April 19.
The Body Shop and the Staying Alive Foundation are also partnering on a product again this year: a portion of proceeds from the sales of Tantalizing Lip Butter are going to the Staying Alive Foundation. Last year’s ‘Move Your Lips’ campaign raised $1 million dollars for the foundation.
Strategic Objectives is the Body Shop’s Canadian PR agency. All creative was done in-house at the Body Shop.