The Body Shop

The Body Shop
MTV Networks International

MTV Networks International
Staying Alive Foundation

Staying Alive Foundation

March 23, 2009 17:24 ET

Yes, Yes, Yes to Safe Sex

The Body Shop & MTV Networks International Launch New Interactive Online Platform Dedicated to HIV/AIDS Prevention

TORONTO, ONTARIO--(Marketwire - March 23, 2009) -

Editors Note: A photo and two videos are included with this press release.

Yes, Oui, Si, Da...The Body Shop in partnership with MTV Networks International, is challenging the under-25s to learn how to say "Yes to Safe Sex" in multiple languages, with the launch of its new interactive web site, www.yestosafesex.com. Designed by MTV, the web site, which went live on March 23, is both interactive and exploratory with innovative navigation and button pushing.

Each visitor is asked to make their own personal pledge to only engage in safe sex, to protect themselves from HIV/AIDS. The web site features up to date news related to the campaign. Consumers are also asked to get on board through a product purchase, an eye catching Tantalising Lip Butter, retailing for $8.00. Approximately $5 from every purchase of the fruity lip butter will benefit the Staying Alive Foundation, a charity empowering young people around the world to protect themselves and their communities against HIV and AIDS.

With research showing over 3,000 new HIV infections daily among young adults ages15-24, the campaign and website aims to target young people taking risks with their own health and that of their sexual partners.

"The Body Shop and MTV believe that young people do not immediately consider their own sexual behavior to be part of this fight against HIV. So, by talking to them directly about safe sex, in the online space, we hope to show them that protecting themselves is the first and critical step in the fight against HIV/AIDS. It's really very simple, we want them to think "safe sex" whenever they think "sex", said Shelley Simmons of The Body Shop Americas.

To encourage consumers to show their commitment to safe sex, The Body Shop and MTV Networks International will also launch a Facebook application where consumers can invite their friends to engage in a discussion on safe sex, encourage them to donate their status to the campaign and raise money for HIV/AIDS awareness.

For photographers keen to express their creativity, there will be a contest on Flickr, where consumers will be encouraged to upload photos of themselves with the Tantalizing Lip Butter or images of the word "Yes" captured in weird wonderful places. The best photos posted will win a gift bag full of MTV and The Body Shop goodies.

Consumers can 'tweet' their safe sex pledge and other euphemisms on the importance of practicing safe sex via Twitter. The Staying Alive twitter will also feature up to the moment live updates from the campaign.

To illustrate the power of the word "Yes" when it comes to safe sex, The Body Shop and MTV Networks International have created a 30 second promotional film highlighting young people from different backgrounds promoting saying "Yes" in a physical way. For example, a cool skater boy pulls a move on his board and as the board flips, we see that the underside of his board has a YES sticker. The ad is designed to intrigue the viewer, into finding out what all the "Yeses" are alluding to.

Over the last two years MTV Networks International and The Body Shop have raised over $2 million, which has gone directly to the Staying Alive Foundation. This funding has provided grants to young people to work on HIV prevention efforts amongst their peers at a grass-root level. To find out more about award recipients benefiting from campaign support, visit: Yestosafesex.com.

The Body Shop International plc is the original ethical cosmetics company, now operating more than 2,500 stores in over 60 markets worldwide. The Body Shop has constantly sought out wonderful natural ingredients from all four corners of the globe to bring you products bursting with effectiveness, to enhance your natural beauty.

The Body Shop strives to use the planet's resources wisely, searching for outstanding natural materials and ingredients from across the globe to include in their range of products. They continue to lead the way, sourcing sustainable palm oil, introducing 100% recycled packaging, and raising funds and awareness to help prevent the spread of HIV/ AIDS, and continuing to support marginalized communities around the world through our Community Trade fair trade program.

For over 30 years The Body Shop has believed that business has the power to make the right kind of difference to the world. Their unique philosophy continues to drive everything they do, allowing customers around the world to become 'activists', simply by choosing from The Body Shop's range of products.

A purchase from The Body Shop's Community Trade program can put a smile on faces as far away as Ghana, Nicaragua and Italy - improving the financial security, comfort and health resources available to our suppliers and their families in more than 20 countries. In 1987 The Body Shop launched their pioneering Community Trade program, which now directly benefits over 25,000 people, as we seek to provide fair wages, for work in fair conditions, for all those involved in this unique program.

To view the accompanying photo, please visit the following link:

http://www.marketwire.com/library/20090323-Staying800.jpg

To view the accompanying videos, please visit the following links:

www.youtube.com/watch?v=wKEXa48b6VU

www.youtube.com/watch?v=ja0_qVZ0EnE

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