Manifest to help break down sex taboos with MTV and Durex

Manifest has been appointed to work on a major MTV and Durex campaign tackling the taboos of sex education across the world.

Going global: The Someone Like Me campaign
Going global: The Someone Like Me campaign

The agency will handle global PR, social media and content strategy for the Someone Like Me brand, which was launched by Durex and MTV’s Staying Alive Foundation last year.

Working across more than 50 countries, it will seek to encourage happier and healthier sex lives among young people while battling HIV through driving awareness of the brand and engaging with key influencers.

Manifest, which won a pitch process, will work alongside the campaign’s creative studio and amplify key events during the year including the Someone Like Me-sponsored MTV Europe Music Awards in Glasgow and World Aids Day.

Manifest director Alex Myers said: "Sex is a topic that unifies everybody and there are few very subjects that can do that, and when you break down the stigmas and taboos you allow people to become more knowledgeable.

"The partnership aims to reinvent sex education, not just by encouraging talking about sex but standing up for people’s right to do so. It’s about getting young people to own their own education and share their issues with other people like them, and standing up for their right to have these discussions."  

Georgia Arnold, executive director MTV Staying Alive Foundation, added: "We believe that great communication and high visibility are key to our goal of happier and healthier sex lives for all."

The Staying Alive Foundation is MTV’s initiative to battle HIV through promoting sex education and fighting stigma around the issue.

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