MTVNI, The Body Shop Partner for HIV and AIDS Prevention Campaign

LONDON, January 23: MTV Networks International and retailer
The Body Shop have teamed up for the launch of Spray to Change Attitudes, a multimedia HIV and AIDS prevention campaign
spanning 44 countries and reaching millions of under-25 year olds.

In launching the initiative, The Body Shop and MTV Networks
International developed a limited edition co-branded fragrance, Rougeberry Eau
de Toilette, which will be sold worldwide in The Body Shop stores starting
January 29 through March 30. Proceeds from the sale of every Rougeberry bottle
will benefit the grants of The Staying Alive Foundation, a public charity
established by MTVNI that focuses on engaging young people in grassroots HIV
and AIDS prevention. As part of the campaign, MTVNI and The Body Shop also
jointly created advertisements to be shown on MTV channels worldwide, reaching
a potential audience of 1.4 billion people, as well as on MTV’s and The Staying
Alive Foundation’s digital media services.

Local MTV channels and The Body Shop retail stores will host
events around the world throughout January and February to support the
campaign, along with on-air and online news pieces, competitions, youth
discussions and celebrity spokespeople.