The activity is entitled 'Turn on TV', and will include work created by 180 Amsterdam, Cake, Lowe Worldwide, Ogilvy, Wieden & Kennedy, 12 and Young & Rubicam. Each agency has partnered with marketing services network WPP Group and MTV International for the campaign.
A total of 24 spots will be made available to all MTV channels globally to a potential audience of more than 1bn people, as well as on MTV's web and mobile platforms, through the Staying Alive campaign at .
The spots address a variety of issues related to HIV prevention and stigma, as well as tackle subjects that significantly contribute to the spread of HIV, including unsafe sex and infidelity.
The spots will be offered rights-free and cost-free to any broadcaster or content distributor.
Sir Martin Sorrell, chief executive of WPP, in partnership with Bill Roedy, president of MTV International, approached the agencies earlier this year. The agencies produced their work pro bono, and some will release additional spots early in 2007.
Sorrell said: "The agencies have produced powerful work with these new Aids spots. They show what we can do when we put our creative talents to the service of the global fight against Aids."
Roedy said: "This unique campaign mobilises the most innovative communications experts from the worlds of media and advertising to deliver powerful HIV prevention messages across multiple screens."
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