Rubber Rocks Staying Alive Unveils Furry Ads to Promote Safe Sex

Rubber Rocks Staying Alive Unveils Furry Ads to Promote Safe Sex

New Content Marks Decade of Global Safe Sex Campaigning

LONDON, Nov. 5 /PRNewswire/ -- MTV's HIV and AIDS campaign Staying Alive today revealed that Lapeno, Fat Ed and Mervin are the latest in a long line of celebrities to be associated with its work to mark the campaign's tenth anniversary. A series of specially-created shorts have been commissioned by Staying Alive and Spinvox from the creators of Fur TV -- Chris Waitt and Henry Trotter -- and will premiere during the live broadcast of the 2008 MTV Europe Music Awards. The Awards is broadcast on Thursday 6th November 2008 from the Liverpool Echo Arena, Liverpool -- European Capital of Culture -- and sponsored by edc by Esprit, Sony Ericsson and Dell.

In its tenth year Staying Alive is launching a new campaign in association with Spinvox, Telling It Like It Is (www.tellingitlikeitis.tv) to continue to openly and frankly discuss sex and safe sex issues with young people.

"It is only by encouraging young people to talk more openly about sex that we can start breaking down the stigma and barriers that are all too associated with the subject," said Georgia Arnold, Senior Vice President, Social Responsibility, MTV Networks International and Executive Director, Staying Alive Foundation. "An open mind leads to open discussions which ultimately help promote safe sex and lowers the risk of HIV and AIDS. We strongly believe that humour is one of the best ways to do this and the Fur TV spots are hilarious and totally spot on."

Fur TV premiered on MTV ONE in the UK in April 2008 and the series has subsequently aired on MTV in France and Germany. The five shorts focus on specific safe sex messages that relate directly to the concerns that many young people have when it comes to using condoms -- What is unsafe sex?; Is buying a condom embarrassing?; Why do I need a condom?; Do condoms reduce sensitivity? In the not-for-the-faint-hearted and edgy style that Fur TV is synonymous with, Lapeno, Fat Ed and Mervin tackle these sensitive issues, ending vignette with the strapline "Rubber rocks. Wear a condom."

The creators of Fur TV, Chris Waitt and Henry Trotter added: "We have always had a strong belief in safe sex, and that applies especially to sex between humans and puppets."

While four of the shorts will premiere during the live broadcast of the 2008 MTV Europe Music Awards, a fifth short has been created specifically for a web premiere.

As well as the Fur TV spots Staying Alive will be on the red carpet at the MTV Europe Music Awards. Travis McCoy from Gym Class Heroes will be asking celebrities a series of questions around safe sex that will be broadcast around World AIDS Day (Monday 1st December 2008) which also marks Staying Alive's 10th anniversary.

Additionally Staying Alive will be hosting a celebrity fundraising dinner in partnership with the M.A.C AIDS Fund in Liverpool. The dinner will kick off with a donation from the M.A.C AIDS Fund to MTV's Staying Alive Foundation for 20,000 pounds. The evening will raise further funds to ensure that The Staying Alive Foundation can continue to support young people around the world in their pioneering work in promoting HIV & AIDS awareness within their communities. On the evening of the event celebrity guests will be invited to autograph the bonnet of a Drophead Coupe Rolls-Royce which will be transformed into the world's only Rolls-Royce table. The table will then be sold with all the money raised going to The Staying Alive Foundation.

"Television can be a force for good, a platform to educate, empower and inform its audience and Staying Alive has been relentless in its commitment to doing just that," said Bill Roedy, Chairman and CEO, MTV Networks International. "We are very proud of the amazing work Staying Alive has done over the past decade in raising awareness, changing attitudes and reducing stigma. By encouraging young people to speak freely we are empowering them to take control of and responsibility for their sexual behaviour. We look forward to supporting Staying Alive for the next decade and beyond."

Launched in 1998, Staying Alive (www.staying-alive.org) is a multi-platform global HIV & AIDS prevention campaign that challenges stigma and discrimination associated with HIV and AIDS as well as empowers young people to protect themselves from infection. In the past decade The Staying Alive Campaign has raised awareness to millions of young people around the globe and The Staying Alive Foundation (launched in 2005) has given out hundreds of grants internationally to support innovative projects for both individuals as well as schools, youth centres and clubs to reach at-risk young people, to protect and educate them about the multiple threats posed by HIV and AIDS.

Notes to Editors

1. The 2008 MTV Europe Music Awards will be broadcast in the following territories: Armenia, Austria, Belarus, Belgium, Bosnia, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Latvia, Lithuania, Luxembourg, Former Yugoslav Republic of Macedonia, Malta, Moldova, Monaco, Netherlands, Norway, Poland, Portugal, Romania, Serbia & Montenegro, Slovak Republic, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine, United Kingdom.

2. 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, Game One, Neopets, GameTrailers, Shockwave, Addicting Games, Atom Films and Xfire. MTV Networks' brands are seen globally in 560 million households in 162 countries and 33 languages via more than 150 locally programmed and operated TV channels and more than 350 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).

3. The M.A.C AIDS Fund, the heart and soul of M.A.C Cosmetics, supports men, women and children affected by HIV/AIDS globally with money raised via 100 percent of M.A.C Viva Glam Lipstick sales (M.A.C Viva Glam Lipsticks rrp 11 pounds and M.A.C Viva Glam Lipglass rrp 10.50 pounds). To date M.A.C has raised more than $128 million (U.S.). For more information, visit www.maccosmetics.co.uk.

4. About edc by Esprit -- edc by Esprit was launched in 1998 as a young label by Esprit and became a stand-alone brand under the Esprit Group in 2007. edc shows its strength in consistently delivering the most up to date trends that appeal to its international market. The brand is perfect for the young, spontaneous individual who is able to express their lifestyle through an unique and diverse look. Separate marketing, worldwide expansion of edc stores and an individual store concept emphasize the independence of the brand. In the 2007/2008 business year, Esprit Holdings Limited generated a worldwide group turnover of around EUR 3.2 billion (as of 30.6.2008). The net profits increased to around EUR 600 million with growth of 24.5 per cent in comparison to the previous year. The share of Esprit Holdings Limited is listed on the Hong Kong stock market and is included in both the Hang Seng Index and in the MCSI Index Hong Kong, as well as in the FTSE All World Index for Hong Kong. The Group operates more than 690 directly managed retail stores worldwide and distributes its products via more than 14,500 wholesale locations around the globe. The company has more than 1,000,000 square metres of sales area in more than 40 countries. For further information, please visit http://www.esprit.com/.

5. About Sony Ericsson -- Having sold over 100 million phones in 2007, Sony Ericsson is currently one of the five largest mobile phone manufacturers in the world. An important industry player operating in over 80 countries, our phones, accessories and PC cards are synonymous with innovation and style. With R&D sites in Europe, Japan, China, India and North America, diversity is one of the core strengths of the company. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London. For more information about Sony Ericsson please visit www.sonyericsson.com. For information on the Sony Ericsson FanWalk visit www.fanwalk.tv.

6. About Dell -- Dell Inc. (NASDAQ:DELL) listens to customers and delivers innovative technology services they trust and value. Uniquely enabled by its direct business model, Dell is a leading global systems and services company and No. 34 on the Fortune 500. For more information, visit www.dell.co.uk, or to communicate directly with Dell via a variety of online channels, go to www.dell.co.uk/conversations. To get Dell news direct, visit www.dell.co.uk/RSS. Dell Corporation Limited. Dell, and the Dell Logo are either registered or unregistered trademarks of Dell Inc. Dell disclaims any proprietary interest in the marks and names of others.

Source: MTV Networks International

CONTACT: Sao Bui-Van for MTV Networks International, 44-207-284-6343,
Sao.Bui-Van@mtvne.com

Web Site: http://www.staying-alive.org/

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