On the 23 January 2007, MTV Networks International (MTVNI) and The Body Shop announced the biggest ever multimedia partnership between a global broadcaster and retailer for HIV and AIDS prevention.

The campaign, Spray to Change Attitudes, will span 44 countries and reach millions of under-25 year olds with proceeds benefiting young AIDS activists through The Staying Alive Foundation.

To launch this initiative, The Body Shop and MTVNI developed a limited edition co-branded fragrance, Rougeberry Eau de Toilette, which will be sold worldwide in The Body Shop stores starting 29 January – 30 March 2007. Proceeds from the sale of every Rougeberry bottle will go to The Staying Alive Foundation representing the Foundation's largest fundraising collaboration to date.

"Business has a vital role to play in fighting HIV and AIDS," commented Bill Roedy, Vice Chairman of MTV Networks and Chairman of the Board of The Staying Alive Foundation. "Much more work is needed to significantly reduce rising HIV infection rates. The Spray to Change Attitudes is a powerful example of how companies can collaborate creatively and effectively. By partnering with The Body Shop, we are able to communicate and support lifesaving HIV prevention messages."

The Body Shop Founder, Dame Anita Roddick, added, "None of us can afford to ignore the fact that nearly half of the five million people newly affected with HIV last year were between 15 and 24. The Spray to Change Attitudes campaign will target the very age group we need to reach to tackle this epidemic head on and I'm so thrilled to think that together, The Body Shop and MTV have created this incredible opportunity for many more young people to engage and educate their peers on the impact of HIV and AIDS."

As part of the Spray to Change Attitudes campaign, MTVNI and The Body Shop jointly created adverts to be shown on MTV channels worldwide reaching a potential audience of 1.4 billion people.

More information on the Spray to Change Attitudes campaign can be found at www.spraytochangeattitudes.com