Durex Malaysia has kicked off its HIV/AIDS awareness campaign – #SomebodyLikeMe – for the second year running, with a celebrity-powered music video.
The video, starring big names in the Malaysian music industry such as An Honest Mistake, Danny One, and Narmi, is intended to shine a spotlight on the increasing rate of HIV/AIDS among young Malaysians. Notable HIV/AIDS advocate Yang Berbehagia Datin Paduka Marina Mahatir also made a special appearance in the video alongside supermodel Amber Chia. Fans are encouraged to share the #SomebodyLikeMe music video on social media in a bid to educate peers and dispel prevailing misconceptions about sexually transmitted infections in general.
To further heighten the education on HIV/AIDS online, Durex Malaysia has partnered with retailer Watsons Malaysia. From 20 November to 31 December this year, users will receive a RM5 discount voucher from Watsons for Durext products for each time they share the video. In addition, Durex and Watsons will continue one condom for every share to PT Foundation in support of their HIV prevention programmes.
Adding an element of engagement into the campaign, all Malaysians are invited to upload videos of themselves singing the Somebody like Me song at the hashtag #SomebodyLikeMe on the campaign’s newly launched online portal, www.somebodylikeme.my. Durex will then release a mash-up video by year-end to conclude the music-led campaign on a high note.
Abhishek Chuckarbutty, marketing director, Reckitt Benckiser Malaysia & Singapore, said: “According to the Ministry of Health, 3,393 Malaysians were infected with HIV in 2013. While the total number of new HIV cases has steadily declined, we are seeing an increase of HIV through sexual transmission among youths. In fact, 35 per cent of new HIV patients were below the age of 29.”
“In the absence of a cure, education is our only line of defence. We are greatly stepping up our efforts this year, cutting across digital and on-the-ground activation. The campaign has received a further boost from some of our local celebrities who have lent their support towards this cause. We hope young Malaysians will be inspired by the educational message and the advice it brings on HIV/AIDS,” he added.
Mahatir expressed her desire for young Malaysians to be more vocal about the cause and said: “Although HIV/AIDS has been around for close to 30 years, many still remain oblivious of it. We need to constantly educate our young people of the many ways they are vulnerable to HIV/AIDS. We need to encourage more open and honest conversations about the issues around HIV as young people will set the foundation for a HIV/AIDS-free generation in the future.”
Darren Teh, frontman of indie pop-punk band An Honest Mistake added: “HIV/AIDS is a deeply troubling issue affecting a high percentage of young people in Malaysia, yet it is too often left undiscussed in our society. It is time for us to unite and bring this to an end. A HIV/AIDS free generation is definitely possible in our lifetime but we need to heighten the education process.”
To cater to those who lack access to social media, Durex also worked with its partners Universiti Putra Malaysia and PT Foundation to activate on-ground programmes to reach out to the targeted communities effectively. Durex collaborated with medical students from the university to reach out to several Orang Asli communities in Pahang and supported PT Foundation’s “Wishing for Zero” event, a one-day HIV/AIDS awareness event held on 20 November this year at Nu Sentral.
Watch the video below: