MTV, Body Shop join hands for Aids awareness campaign

MUMBAI: MTV Networks International (MTVNI) has entered into a multimedia partnership with retailer The Body Shop to support HIV and Aids prevention.

The campaign, Spray to Change Attitudes, will cover 44 countries and reach millions of under-25s.

Media reports state that to launch this initiative, the two parties have developed a limited edition co-branded fragrance, Rougeberry Eau de Toilette, which will be sold worldwide in The Body Shop stores from 29 January to 30 March.

Proceeds from the sale of every Rougeberry bottle will go to The Staying Alive Foundation. This equates to $8.70 for every bottle of Rougeberry sold and represents the Foundation’s largest fundraising collaboration to date.