Durex has partnered with MTV Staying Alive Foundation (SAF) to launch ‘Someone Like Me’, a global sex education campaign led by young people for young people. Durex is working with the MTV SAF to support over 80 different projects in 63 countries. Starting this week, for every share of the One Share One Condom You Tube video (http://www.youtube.com/watch?v=CJfHnujY3EM) and every use of #Someonelikeme, Durex will donate one condom to HIV and AIDS projects around the world. MTV SAF and Durex aim to build the Someonelikeme.tv hub into the world’s largest peer hub generated by young people for young people. The various channels feature video diaries of young people from around the world, sharing their own views and stories about sex.
Mr. Akhil Chandra, Managing Director, Reckitt Benckiser India, said that “The global statistics on number of HIV/AIDS cases is alarming. In India, sex as a subject is still considered a taboo in large sections of our society. In an environment, where it is not discussed candidly, we are going to leverage the power of social media to give the youth today a platform to freely express themselves. At the same time, every share and conversation will help in making a difference to someone’s life as we will donate one condom to HIV and AIDS projects around the world.”
Durex in India has a strong focus on leveraging social media as a platform to engage with consumers. A recent global campaign - Global Sex Experiment, engaged couples via Digital Media to discover the most compatible couples across the country. The event saw huge participation from couples and as a result the official Facebook page attracted 2.25 lakh new fans. On Twitter, the campaign witnessed 12 mn impressions including more than 11,000 conversations. The winning couple from India got the opportunity to travel to Venice.
About RB (Reckitt Benckiser):
RB (Reckitt Benckiser) is a global consumer goods leader in health, hygiene and home.
With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 of companies listed on the London Stock Exchange. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands including Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Air Wick, and French’s. RB has close to half of its revenues coming from it 2 emerging market Areas and just over half from its developed market Area. Over 70% of core revenues come from the health and hygiene categories of the portfolio.
RB people and its culture are at the heart of the company’s success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in sustainability where the company has reduced its carbon footprint by 20% in 5 years and is now targeting to deliver a 1/3 reduction in water impact, 1/3 further reduction in carbon and to have 1/3 of its net revenue coming from more sustainable products by 2020. It is also the Save the Children charity’s largest FMCG global partner, with a new partnership vision to radically reduce the world’s second biggest killer of under fives, diarrhoea. RB has been recognised as a sustainability leader in the CDP Global 500 Carbon Performance Leadership Index and received a 2013 Sector Mover Sustainability Award in the 10th Sustainability Yearbook.
The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs approximately 36,000 people worldwide.For more information visit www.rb.com/in
