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R&B Star Estelle Supports HIV And AIDS Campaign

R&B Star Estelle Supports HIV And AIDS Campaign

R&B Star Estelle Gets Lippy To Support HIV And Aids Campaign

New Research Reveals The Battle Of The Sexes Over Safe Sex

New York, April 3 2008:  R&B star, Estelle, currently #1 in the UK Singles Chart with “American Boy” featuring Kanye West, joined The Body Shop and MTV at Grand Central Station in NYC today to launch a new campaign raising HIV and AIDS awareness, targeting the under-25 age group.

The launch of the campaign is marked by the introduction of a new Limited Edition Guarana Lip Butter ($8.00) on sale at The Body Shop.   Estelle said:  “I'm so happy to be supporting the launch of MTV and The Body Shop's Guarana Lip Butter which raises HIV and AIDS awareness, because it is an issue I care strongly about.”

Unmissable with its eye-catching, multi-colored Pop Art design, this handy pot of lip relief will raise at least $5 from the sale of each Guarana Lip Butter ($8) for the Staying Alive Foundation, funding HIV and AIDS prevention awareness projects for young people across the world.

Estelle adds “If we can convince young people to stop playing Russian roulette with their sexual health, we can stem the rise in HIV and AIDS infections.   As a Virgin Unite Ambassador, working on raising awareness of HIV/AIDS and youth empowerment in South Africa, I see that every effort that is launched brings us a step closer to ending the devastation this awful disease brings.”

Globally over 40 million people live with HIV and AIDS, with half of all new HIV infections hitting young adults, under the age of 25.   

New research commissioned by The Body Shop and MTV revealed today the extent to which it seems that many under-25s do not take the issue of HIV and AIDS seriously.   Seven out of ten young women believe it is a man’s job to provide contraceptives, while a third of women believe carrying a condom will mark them as being ‘easy’.

Ironically men are more worried than women about getting AIDS but engage in riskier behavior. When asked, only 44% of men, compared to 68% of women, would refuse their partner sex if they were not wearing a condom.

In the US last year, Natalia Cales from South Carolina received a Staying Alive Foundation grant to help her implement an HIV/AIDS prevention program with young girls, called SiHLE (Sistas, Informing, Healing, Living, Empowering).  Her inspiration was experiencing the passing of her mother from the disease.  She told us:  "Since witnessing my mother’s struggle and passing from HIV/AIDS in January 2006, I’ve dedicated my life to helping others prevent getting infected with this deadly disease. Consistently, I am amazed at how the majority of my youth participants have never had an open discussion about sex with their parent and/or another caring adult."

Natalia is one of many inspiring young people out in the world today who are taking action to stem the rise in new infections through education and empowerment.

Between these two powerhouses, MTV and The Body Shop have raised approximately $860,000 for the Staying Alive Foundation to-date.  Funding from last year’s campaign supported small grants to 85 young people who are working to educate their peers to tackle HIV/AIDS.

And for those interested in joining the debate on HIV and AIDS or getting informed on this deadly disease go to www.moveyourlips.com to find out more. Log on to get informed, join the debate and win fabulous MTV prizes.

The product is available in all stores of The Body Shop, at www.thebodyshop.com and through The Body Shop At Home.

Estelle:

Originally from London, England, Estelle is now living in New York City.  Currently #1 in the UK charts with her single “American Boy,” featuring Kanye West, Estelle releases her album Shine, in the US on April 29th 2008 on John Legend’s record label, Homeschool.  She is set to tour with Kanye West in the US later in 2008.

Research

For full details of The Body Shop and MTV HIV and AIDS awareness survey contact David Abrams at Cohn & Wolfe on 212 798 9521

The survey took place in 10 countries: South Africa, Singapore, Mexico, Sweden, India, UK, Russia, Hong Kong, Germany, USA, with 200 young people, aged 16-24 (18-24 in South Africa, Hong Kong, Singapore and India) taking part in each country. To qualify for the survey respondents had to have had at least one sexual experience. All interviews were carried out online using nationwide online panels and took place 8-15 February 2008.

The Body Shop

The Body Shop International plc has more than 2,200 stores in over 60 markets worldwide. A global retailer of toiletries and cosmetics, we are committed to environmental protection and respect for human rights; we develop trading relationships with communities in need; we are against animal testing in the cosmetics industry; and we encourage education, awareness and community involvement among our staff and customers.

MTV

MTV Networks International includes the premier multimedia entertainment brands MTV: Music Television, VH1, Nickelodeon, TMF (The Music Factory), VIVA, Flux, Paramount Comedy, Comedy Central, Game One, Neopets, GameTrailers, Shockwave, Addicting Games, Atom Films and Xfire.  MTV Networks' brands are seen globally in 560 million households in 162 countries and 33 languages via more than 150 locally programmed and operated TV channels and more than 350 digital media properties.  The company's diverse holdings also include interests in television syndication, digital media, publishing, home video, radio, recorded music, licensing & merchandising and two feature film divisions, MTV Films and Nickelodeon Movies.  MTV Networks is a unit of Viacom Inc. (NYSE: VIA, VIA.B).Staying Alive Awards:

Staying Alive Awards are made twice yearly at the beginning of June and December. Applications can be submitted year round via Staying Alive Foundation partners and directly to the Foundation. The Staying Alive Awards, from US$1,000 to $12,000, are made to youth-led organizations and young individuals in communities where HIV/ AIDS is prevalent.

Do you know someone who could apply for a Staying Alive Award? The chosen award recipients are selected based on a number of factors such as: their work to educate young people with responsible information about HIV and AIDS; their support or mentoring of youth leaders responding to HIV and AIDS; their work to help eliminate or eradicate the stigma and discrimination associated with HIV and AIDS; and areas including their efforts to encourage young people to take action to protect themselves from HIV infection.

To be eligible for an Award, projects must demonstrate credibility - and provide independent references, government accreditation, verifiable banking and accounting systems, and will be committed to following the Staying Alive Foundation guidelines. Visit: http://www.staying-alive.org for more information.

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