MTV Networks International - Knightmarethegame (Netherlands)

As part of MTV’s long-running “Staying Alive” campaign to increase HIV prevention by encouraging condom use, Ogilvy Amsterdam created an interactive game.

MTV Networks International – Knightmarethegame (Netherlands)

Agency name: Ogilvy Amsterdam Client name: MTV Networks International Category: Small budget campaign

BACKGROUND

The Aids-prevention campaign “Staying Alive” started by MTV in 1998 to create awareness amongst young people about the dangers – specifically HIV/Aids – of having unprotected sex.

Since it was established in 1998, MTV has played a key role within western youth culture – with regard to music, fashion and film. MTV has grown beyond a purely music network, a network that shapes and puts current youth culture under the spotlight.

The exemplary role that...

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