Durex to use MTV EMA to promote better sex education

Safe sex brand Durex will use its sponsorship of this year's MTV Europe Music Awards (EMA) to raise awareness of its sex education campaign, Someone Like Me.

Someone Like Me campaign
Someone Like Me campaign

The headline partner plans to leverage the global reach of the event, taking place at the SSE Hydro in Glasgow on 9 November, as a catalyst to talk to millions of young people around the world.

Specific details about the activation are yet to be revealed, but it will be complemented by fresh digital content and social media activity that inspire conversation and debate. A key element of the campaign will be a Global Crew: a group of likeminded, passionate young advocates who want to make a difference to the lives of other young people by encouraging talking more openly about sex and the issues surrounding it.

Someone Like Me launched in partnership with the MTV Staying Alive Foundation last year to promote better sex education, help improve the sexual health and wellbeing of young people and realise a world free from HIV.

Volker Sydow, global category director sexual wellbeing at Durex, said: "We are incredibly proud to work with the MTV Staying Alive Foundation and very excited about our shared vision for Someone Like Me. Promoting respectful relationships around the world is key to ensuring young people have happier, healthier sex lives.

Georgia Arnold, executive director at the MTV Staying Alive Foundation, added: "We firmly believe that it’s only through frank, open and honest conversations about sex that taboos will be smashed and boundaries will be broken. Someone Like Me is a creative and innovative platform encouraging young people to express themselves, share their stories and drive change."

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