The Body Shop

The Body Shop

January 29, 2007 13:58 ET

The Body Shop® and MTV Canada Announce Global Partnership to Promote HIV/AIDS Awareness Among Youth

Discover Rougeberry: A New Fragrance Available at All The Body Shop Locations Across Canada

TORONTO, ONTARIO--(CCNMatthews - Jan. 29, 2007) - The Body Shop® and MTV International have launched the 'Spray to Change Attitudes' campaign, an international philanthropic partnership campaign between the two global organizations to promote HIV and AIDS awareness among youth and raise funds for MTV's Staying Alive Foundation.

Spray to Change with New Rougeberry Fragrance

To launch the Spray to Change Attitudes initiative, The Body Shop® and MTV have developed a limited edition, co-branded fragrance, Rougeberry Eau de Toilette, which will be sold worldwide in The Body Shop® stores and is available now for $18 CDN. Proceeds from the sale of the perfume will benefit MTV's Staying Alive Foundation.

Additional funds are being raised with the auction of the original Spray to Change Attitudes artwork by artist Sarah Howell, pictured on As well, all locations of The Body Shop® will have free literature in stores that provide advice on safe sex and HIV/AIDS awareness.

Study Reveals Majority of Young Women Do Not Believe They Are at Risk

As part of the launch, a startling study was released that shows that 70% of young women do not believe they are at risk of contracting HIV. The study was carried out in England in response to alarming statistics, which show that over half of new HIV infections are among 18-25 year olds.

"None of us can afford to ignore the fact that nearly half of the five million people newly affected with HIV last year were youth," says Anita Roddick, founder of The Body Shop®. "The Spray to Change Attitudes campaign will target that very age group we need to reach to tackle this epidemic head on. If the under 25s truly understand that unprotected sex is actually a matter of life and death then they have the power to deal with this terrible disease."

Carrying Condoms Jinxes Chances of Sex: Survey

As part of the Spray to Change Attitudes Survey, women were asked to comment on their views about safe sex. When it comes to safe sex, the survey found that 92% of women do not consider a condom to be a "handbag essential" on a night out. In fact, women are more likely to pack an array of other accessories, including cigarettes (21%), chewing gum (24%) and facial tissue (34%), rather than take physical steps to protect themselves against the spread of HIV. When asked why they didn't carry a condom, 66% of women surveyed said they were concerned it would jinx their chances of sex in the first place and sex wouldn't happen if they expected it.

The survey also found that condoms are still an embarrassing factor for many young women. 71% say they would feel embarrassed if a condom fell out of their purse in the restroom on a night out.

When getting to know potential sexual partners, only a third (32%) of women surveyed make it a priority to ask new partners about their sexual history, including whether they practice safe sex.

Contraception: Not an Important Topic of Conversation

In the survey, an astonishing one in ten women believe that a woman with a condom in her handbag may appear 'easy' and to have slept around.

When asked if contraception was high on a list of conversation topics between girl friends, nearly half of women surveyed (47%) ignore the subject of condoms altogether when talking to their friends about their sex life.

About The Staying Alive Foundation

The Staying Alive Foundation was established by MTV Networks International (MTVNI) in 2004 as a U.S. public charity. MTVNI hosts the Foundation, which is based in New York, and covers 100% of its operating expenses allowing for every dollar raised to be channeled directly to The Staying Alive Awards. Twice yearly, the Foundation presents the Awards to recognize innovative projects in schools, youth centers, and clubs, using radio, TV, print and personal interaction to reach at-risk youth and keep them safe from HIV. The Staying Alive Foundation's mandate to support individuals fighting AIDS on the frontlines is showing extraordinary results as more and more young Award winners become HIV-prevention leaders in their communities. More information about the Staying Alive Foundation and its grantees can be found on the Foundation's page of the website.

About The Body Shop®

The Body Shop® International plc has more than 2100 stores in 55 countries worldwide. A global retailer of toiletries and cosmetics, we are also committed to environmental protection and respect for human rights; we develop trading relationships with communities in need; we are against animal testing in the cosmetics industry; and we encourage education, awareness and community involvement among our staff and customers.

About MTV Networks International

MTV Networks International includes the premier multimedia entertainment brands MTV: Music Television, VH1, Nickelodeon, TMF (The Music Factory), VIVA, Flux, Paramount Comedy, Comedy Central and Game One. MTV Networks' brands are seen in 546 million households in 171 countries and 28 languages via 135 locally programmed and operated TV channels and more than 200 digital media properties. The company's diverse holdings also include interests in television syndication, digital media, publishing, home video, radio, recorded music, licensing & merchandising and two feature film divisions, MTV Films and Nickelodeon Movies. MTV Networks is a unit of Viacom Inc. (NYSE:VIA)(NYSE:VIA.B).

For more information or to arrange an interview with a spokesperson from The Body Shop®, The Staying Alive Foundation or MTV Canada, please contact: Michelle Veilleux or Natasha Lasiuk at Strategic Objectives. Tel: (416) 366-7735; Fax: (416) 366-2295: E-mail:

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