Since it launched in 1998, MTV’s award winning Staying Alive campaign is the world’s largest, youth focused, HIV and AIDS prevention campaign. The multi-media campaign consists of documentaries, public service announcements, youth forums and web content produced for young audiences worldwide and available to third party broadcasters rights-free.
The success of Staying Alive is owing to its retained set of core beliefs and values – that change lies in the hands of young people. If the dynamics of the HIV epidemic are really to alter, then it is imperative that this generation be informed and empowered.
Nike at this years MTV awards in Munich, asked a few celebrities to auction of signed pairs of limited edition Nike iD dunks with the proceeds will go toward AIDS/HIV assistance and the “Staying Alive” Good Foundation. Some of the celebrities taking part in the project include Snoop Dog, Kelly Rowland, Craig David, Foo Fighters, Shaggy, Maroon 5 and others. Only 100 pairs of each personal iD shoes will be produced.
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