PHD UK worked with MTV Staying Alive, a youth charity focused on sexual health and HIV prevention, to launch a safe sex campaign with The Sun and ONE Condoms. It aims to encourage safe sex and informed choices for sexual and reproductive health.

The ‘Ride with Protection’ campaign includes a week-long takeover of The Sun, making it MTV Staying Alive’s first national print campaign. Singer-songwriter Ella Eyre features in the print and video ads as a brand ambassador, encouraging viewers to ‘Ride with Protection’ and wear a condom.

The campaign is a result of The Sun’s ‘A Force for Good’ media competition, which PHD won earlier this year.

Georgia Arnold, executive director of MTV Staying Alive said: “We are so excited to launch our ‘Ride With Protection’ campaign in collaboration with ONE Condoms and The Sun. We hope this campaign reaches young people and encourages them to talk openly about sex and to make healthy choices in regard to their sexual and reproductive health. We are so grateful to PHD for championing MTV Staying Alive and beating 30 other entries to give us this national campaign.”

Sarah Nugent, managing partner at PHD added: “For the team at PHD to not only win ‘A Force for Good’ against tough competition, but to do it for a delicate subject like safe sex, all while supporting a client charity initiative, is outstanding. A real purpose to our media planning and a true force for good.”

Read the full article on the ‘Ride with Protection’ campaign over on The Drum.