December 01, 2007

MTV's Staying Alive Campaign Launches New Site

By New Desk

LONDON: MTV Networks International (MTVNI) announced the re-launch of www.staying-alive.org, the online portal for the company's Staying Alive campaign. Staying Alive, the world's biggest youth focused HIV & AIDS prevention campaign, aims to provide the no. 1 site for youth to exchange views on life, love and relationships while also accessing vital information on HIV prevention.

Multi-platinum selling artists including Kanye West and Nelly Furtado are among a host of celebrities who share their personal stories and offer life-saving advice exclusively on MTV's Staying Alive website. Nelly Furtado encourages women to carry their own condoms, as she reveals she was 26 when she bought her first pack of condoms, and an upfront Kanye West reveals that masturbation was his method of safe sex.

Digital technologies, particularly the internet, are increasingly integrated into young people's lives across the globe, transforming how they communicate with each other. These platforms are providing opportunities for young people to find critical life-saving information on HIV and AIDS.

Some 33 million people are now connected to the internet in Africa -- a country where 22.5 million people, two-thirds of the world's population living with HIV, live. Since 2001, internet use in South America has grown by over 374%, and by 832% across the Caribbean, both areas that are heavily affected by the issues of HIV & AIDs.

The spread of HIV is affected by a range of issues including a lack of female education and empowerment, poverty, a lack of accurate and intelligible information and an inability to discuss and ask questions about sex and relationships. The Staying Alive site will provide an interactive space for youth around the world to share their thoughts and opinions, exploring all of these issues through discussions, blogs, video diaries (vlog) and by hearing what celebrity champions have to say.

"The internet is one of the most effective ways of getting out education messages to young people. It's a vital resource in the fight against the spread of HIV and AIDS," said Georgia Arnold, Head of Public Affairs for MTV Networks International. "Young people continue to be disproportionately affected by HIV. Of the 5,800 adults infected every day 40% are young people aged 15-24 years old."

According to the Global HIV Prevention Working Group, for every individual who began antiretroviral therapy in 2006, six others became infected with HIV.

In contrast to many HIV and AIDS related websites which offer technical information and analysis on the issue, Staying Alive's site communicates to youth in a language they understand. Much of its content will itself be generated by young people around the world. In one emotionally charged vlog, Natalia Cales, a native of South Carolina, USA, shares her experience of caring for a mother during her last months living with HIV, while in China, Yongshi Deng unveils the shocking levels of ignorance among youth who believe HIV is only in Africa or among gays in the USA.

A host of artists appear on the website in support, including: Enrique Iglesias, Kelly Rowland, Macy Gray, Sum 41, James Blunt, Wayne Wonder, Good Charlotte and MIMS among others and will appear on MTV channels worldwide to promote staying-alive.org.

In an interview on the site, American Idol winner Kelly Clarkson talks about what teens should consider when thinking about having sex. Kelly said: "First I'd say think about it. It's a highly emotional thing, the most intimate you can be with someone... For men and women, you need someone you love and trust because you have no idea where everyone's been. People throw around the word 'love' and sexuality, we've cheapened it."

In a candid interview burlesque queen Dita Von Teese shares her tips on how women can be empowered to protect themselves from getting infected with HIV.

The site is available in English, French, Arabic, Chinese, Dutch, German, Italian, Japanese, Polish, Portuguese, Russian, Serbian and Spanish. The website has attracted some of the design industry's hottest illustrators. Top talent including Rex Box, mrben, and Nazario have all donated bespoke artwork with strong HIV and AIDS awareness messages for the sites illustration. In addition, Staying Alive's award-winning rights-free content, including concerts, documentaries and PSAs will also be available to view and in some cases download from the site.