Estelle, the Body Shop & MTV launch HIv & AIDS awareness campaign

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-25s.

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 behaviour. 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 file:///C:/Documents%20and%20Settings/shelley.simmons/Local%20Settings/Temporary%20Internet%20Files/Local%20Settings/Temporary%20Internet%20Files/OLK40/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 file:///C:/Documents%20and%20Settings/shelley.simmons/Local%20Settings/Temporary%20Internet%20Files/Local%20Settings/Temporary%20Internet%20Files/OLK40/www.thebodyshop.com and through The Body Shop At Home.