The Body Shop and MTV have announced a global philanthropic partnership – ‘Spray To Change Attitudes’ – this morning which aims to help prevent the spread of HIV and AIDS among young people. The global campaign advert will be shown on MTV channels and online around the world, aiming to reach more than 1.4bn people, and a special-edition fragrance called Rougeberry will be available in The Body Shop stores in 44 countries. It hopes to raise at least £500,000 through donating £4.50p of the perfume’s sales to the Staying Alive Foundation.
Dame Anita Roddick, founder of The Body Shop and Bill Roedy, vice chairman of MTV Networks revealed that for every five million people newly infected with HIV, more than 50% were under the age of 25. Roddick, speaking to Brand Strategy, said: “Our audience is the same; our demographics are the same. We’re aware of the need to get the message out to the under-25s.”
“The idea of the synchronicity of coming together on an idea but working with another organisation, in this case, another big business is quite unique. I think think it’s time for reflection; big business doesn’t usually sit down and say “Let’s reflect on how we can work together on the issues” so this is pretty good. We’re looking at complete global coverage. This is a real lesson for other businesses about finding strategic alliances and other purposes.”
Roedy went onto say that businesses needed to be global citizens and “step up to the plate”. He said that businesses need to realise that AIDS and HIV are their problems – it is potential customers and employees that are being affected and lost to the epidemic.
He said that TV companies should contribute their airways, ad agencies should provide creative output and consumer products businesses should donate their distribution networks to the cause. Roddick agreed that demonstrating leadership on social issues would help companies to build stronger “emotional connections” with their customers, which is a valuable business advantage.
Roddick was sceptical that this partnership was going to be a move into broadcast advertising for The Body Shop brand on a larger scale. She did, however, suggest that the partnership would show “how effortless it is” for companies like The Body Shop’s owner L’Oreal to get involved with socially responsibly schemes.
The Staying Alive foundation does grassroots work around the world on HIV and AIDS-related issues. This is its largest fundraising collaboration to date, although it has already given 41 grants to 21 countries to help with HIV and AIDS issues.
