| Title | MTV Staying Alive Chewing Gum |
| Agency | MullenLowe MENA |
| Campaign | MTV Staying Alive Chewing Gum |
| Advertiser | MTV |
| Brand | MTV Staying Alive |
| Date of First Broadcast/Publication | 2009 / 1 |
| Product | Aids Awareness |
| Business Sector | Public Safety, Health & Hygiene |
| Tagline | Always use a condom |
| Story | The idea, which uses a piece of chewing gum as a simple metaphor for the virus, is based around communicating the dangers of unsafe sex. How nonchalant society has become with regards to the disease, and how the disease knows no bound; it has the power to affect each adn everyone of us if we allow it to and don't take the necessary precautions. This is demonstrated by the ease with which the gum makes its way through a number of extremely different people, something otherwise known as the 'six degrees of separation. |
| Philosophy | What was the message you wanted to convey? Always use a condom What were the media mix and weighting, and why? Global TV Give some indication of the size of your media budget. There was no media budget as it was an MTV initiative. Airtime borne by MTV Define the target audience. Young males - 17 to 25 |
| Problem | The increase the number of young males to use protection during sex and not indulge in unprotected sex. |
| Media Type | Television & Cinema |
| Length | |
| Production Company | Boomtown |
| Account Supervisor | Tarek Miknas |
| Art Director | Layal Chuman |
| Art Director | Shanon Waugh |
| Copywriter | Bianca Bernstein |
| Creative Director | Mark Lewis |
| Creative Director | Sanjay Mathur |
| Editor | Omar Abbas |
More Work
SEE ALLArt of Motion, Kuwait Rising
- BRAND:
- Red Bull
- AGENCY:
- MullenLowe MENA