MTV & Durex

  • Brand identity
  • Brand communications
  • Brand film
  • Social content
  • Web build
  • Campaign strategy
  • Launch event

Knowledge can change the world

Someone Like Me is a social movement championing happier and healthier sex lives for young people across the globe. A joint venture between MTV & Durex, it’s primary aim was to drive awareness of sexually transmitted infections amongst a generation where knowledge is in decline.

We created a bold and iconic visual identity that has the flexibility to exist across digital, on-air and on-the-ground platforms. Key campaign elements, including our hugely successful social media assets, were developed into the digital creative.

In November 2013, #SomeoneLikeMe launched worldwide across digital channels, targeting young audiences wherever they socialise and connect.

Dealing with the issue head-on
We created a bold and iconic visual identity that has the flexibility to exist across digital, on-air and on-the-ground platforms. The campaign broke down the myths and barriers that confine sex education and this meant starting a frank, global conversation about sex.

Global social reach
Someone Like Me’s campaign featured heavily on Durex and MTV’s social channels and paid media, with social hooks like the ‘Secret sex-o-meter’ stimulating conversation and raising awareness.

Reach: 525m

Engagement: 13m

Countries involved: 36

Events worldwide: 8

Opening up a conversation
Someone Like Me started a frank, global conversation about sex. A conversation that said ‘you are not alone’ and ‘someone like me’ has the same worries, concerns and questions as you do. The campaign’s aim was that by getting more young people talking freely about sex, the HIV message would become an easier subject to speak about.

One online hub
The Someone Like Me website existed to reflect the social conversation around global topics, set by the brand and its audience on sexual health and sexuality. The site’s homepage showcased the latest social posts, alongside dedicated areas for knowledge content, globally-sourced blogs, and all the latest news from the Someone Like Me Global Crew.

On-air and on the ground
Someone Like Me activated on-air through the global sponsorship of three flagship MTV ‘sex and relationships’ shows: ‘Ex On The Beach’, ‘The Ex and The Why’ and ‘Time’s Up’. The shows featured end-of-part bumper animations, driving the MTV audiences online and to SLM social channels to continue the conversation. Someone Like Me also activated at MTV’s Isle of Malta music festival, popping up at the event to recruit Global Crew and promote the Someone Like Me message.

In November 2013, #SomeoneLikeMe launched worldwide across digital channels, targeting young audiences wherever they socialise and connect

It is still Reckitt Benckiser’s most
 successful
campaign to date