LIVING OUR VALUES
Values repOrt 2009
mULTI-mEDIA OUTREACH
the partnership created the biggest ever multi-platform hiV and aids prevention campaign: the body shop stores
communicated the campaign message and offered information materials on hiV and aids throughout the campaign duration.
then, in 2008 the campaign was also promoted on the Web, with a campaign platform: www.moveyourlips.com - campaign
applications on social networking websites, and online competitions. the website was visited by over 65000 unique visitors.
broadcast adverts were also created by mtV for both spray to Change and move your lips, and aired on mtV channels
benefiting from over us$5 million of donated airtime.
YOUTH PROjECTS fUNDED BY THE CAmPAIgN
the £1.1 million raised in stores and donated to the staying alive foundation have been awarded to 83 grass-roots youth groups
who are creating local projects to break taboos and help their communities to protect themselves against the aids epidemic.
these groups are educating their peers about how hiV is transmitted and how to live with aids. they are challenging harmful
practices in their cultures that make their neighbours, particularly women and girls, especially vulnerable to hiV. they are
building orphanages for abandoned hiV-positive children, distributing condoms to young women who have no choice but to sell
themselves into prostitution to survive, and providing safe spaces for young people who have nowhere else to turn.
ACHIEvEmENTS fROm AROUND THE wORLD
in Japan the launch event was held at the specially created ‘get lippy Café’. Visitors to the Café participated in panel
discussions about hiV/aids presented by mtV VJ kenny. also on the panel were ryuhei kawada, who was infected with hiV as
a child and kohei yamada, an international hiV volunteer who has been to malawi to raise awareness. he sang a love song in his
native language to attendees. laptops were provided for customers to visit www.moveyourlips.com.
in france the launch event was hosted by China, an mtV VJ, and featured a showcase performance by asa who sung seven
different songs. the event was attended by journalists and specially invited customers. mtV’s Crispy news team broadcast
the showcase.
in the uk, a partnership was launched with the department of health, durex and national magazine, the student guide. specially
branded campaign condoms were attached to the cover of the student guide, which were sold in national stationery retailer
Wh smith.
in the united states, international r&b singer, estelle, launched the campaign, participating in a photo call and interviews in
the body shop store in grand Central station, new york, generating extensive national media coverage.
INDEPENDENT COmmENTARY fROm ALAN kNIgHT
“good campaigns - go for it.”
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