In 2013, Durex and the MTV Staying Alive Foundation partnered together to launch the Someone Like Me global campaign for young people to revolutionise their own sex education, and to take action to help shape a world free from HIV. I am honoured that I was asked to be the Key Opinion Leader for South Africa, and to represent this campaign in South African. My job as the KOL includes media representation for the campaign, and being an ambassador to the messages and meaning of what Durex and MTV are trying to achieve.
At the core of the Durex brand are sexual health and sexual well-being. By partnering with MTV Staying Alive Foundation, the Someone Like Me campaign is a global conversation about sex, sexual health and a world free from HIV. This 3 year global initiative has been launched in time for World AIDS Day on the 1st December 2013. 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. The campaign aims to encourage young people to talk about sex and in so doing enable them to learn more about it and understand the real life impact of sex. ‘Someone Like Me’ is about making HIV more relevant by making it personal in that HIV is real and could happen to someone like me. Moreover it goes on to show that we are not alone in the confusion around sex, peer pressure that young people feel or the concerns they might have about their sexual health.
Every time someone shares the Youtube video, or uses the hashtag #someonelikeme, Durex and MTV will donate 1 condom to HIV prevention programs. The Someone Like Me campaign is driven predominantly through digital social media platforms such as Facebook, Twitter, Youtube and Vimeo.
So has there been a change in HIV? Well, the face of HIV/AIDS has changed in a big way over the years. The focus has now shifted from just talking about the disease itself to educating people on how they can protect themselves, while still enjoying a healthy (and safe) sex life. A number of programmes have been created to get more(young) people educated. Research has shown that there has been a decrease in the number of infections but there’s still cause for concern as statistics show that more than 35 million people now live with HIV; in 2012 there were more than 2.3 million new HIV infections; and every hour 50 young women are infected with the HIV virus.
Want to be a part of this global campaign with Durex and MTV? Add your voice to the global conversation at www.someonelikeme.tv