MTV & Durex

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A joint initiative between Durex and MTV’s Staying Alive Foundation, Someone Like Me champions happier and healthier sex lives for 16-24 year olds around the world. The brief was to drive conversation, debate and ultimately behavioural change around issues relating to sex, sex education and respectful relationships.

Focusing on building an empowered community both globally and locally, activity was planned around key milestones and events. These were opportunities to engage with young people and produce content to seed across the Someone Like Me website and social channels to act as conversation starters. With the MTV partnership, engaging experiential event activations were created at key moments around the world.

O Live, our real-time brand storytelling service, helped excite and engage young people not able to attend in person the Isle of MTV festival in Malta and the MTV European Awards in Glasgow. Our production team interviewed attendees, influencers and celebrities about their sex lives, creating live, real-time content on the ground to be posted across the global website and social media channels (Facebook, YouTube, Twitter and Instagram) and distributed to local country teams in 50+ markets.

The MTV European Music Awards also included a backstage ‘bedroom’ where celebrities were interviewed about their thoughts on sex to share globally – capturing Enrique Iglesias, David Hasselhoff, Jerome Jarre, and Lilly Singh.

For the ‘Let’s Get People Talking Tour’, O produced video content across nine key cities globally. The interviews explored similarities and differences between young people’s thoughts and worries about sex around the world.

Working in tandem with Someone Like Me’s PR agency, Manifest London, we connected the dots between different communications disciplines, bringing content, PR and social media under one roof. This resulted in a global reach of 134.8m, 9.8m engagements, 200,000 people driven to the website in two months and 45 brand ambassadors contributing their own content across 14 countries.


Enrique Isglesias tells us all about practising safe sex and the MTV EMA.


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