Helping the nextgeneration to tacklea global challenge.

World Aids Day #SomeoneLikeMe campaign.Durex and MTV SAF

Studio Output delivered a global campaign for Durex and MTV Staying Alive Foundation, which aims to shape a world free of HIV. In November 2013, #SomeoneLikeMe launched worldwide across digital channels, targeting young audiences wherever they socialise and connect.

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. With young people talking freely about sex, the HIV message will be introduced naturally into conversation.

Along with the campaign concept and branding, we also created a launch film for the campaign.

OUR VOICEMEANSSOMETHINGBRAND GUIDE — 01

Helping the nextgeneration to tacklea global challenge.

World Aids Day #Someonelikeme campaign.Durex and MTV SAF

The someonelikeme.tv hub will become the world's largest peer-generated content hub all about sex. The campaign also featured heavily on Durex and MTV social channels and paid media, with social hooks like the 'Secret sex-o-meter' stimulating conversation and raising awareness. Then, on the eve of World Aids Day, seven countries around the world hosted events, driving the campaign message and celebrating change.

• Reach to date: 524,808,359

• Engagement to date: 12,868,528

• Condoms given away: 10 million (exceeded target by nearly 3 million)

• 36 countries supported the campaign

• 8 #SomeoneLikeMe events run successfully on the eve of World Aids Day

• Over 12,000 attending parties worldwide

www.someonelikeme.tv