Join MTV Asia’s ‘WEAR RED’ photo signature campaign

MTV Asia’s “It’s time to WEAR RED for HIV/AIDS campaign” urges Filipinos to take a more personal stand against the spread of HIV/AIDS. Every person – of any age, social standing, or disposition – is called out to WEAR RED, and join MTV Asia’s photo signature campaign by sending pictures to web sites www.mtvasia.com or www.mtv-philippines.com or to email add. Wear_Red@mtv-asia.com.

A sea of red will cover the ground as the campaign culminates with a massive concert featuring some of the Philippines’ biggest and most respected musical talents at Bonifacio Global City Open Field, Taguig, Manila on December 5.

MTV’s “Staying Alive Music Summit for HIV/AIDS” is an annual event that the television network spearheads as part of the global Staying Alive campaign supporting the “Unite for Children, Unite for AIDS” thrust of UNICEF. Putting forth the message on HIV/AIDS through MTV’s influence in music and entertainment has proven to be a powerful equation since MTV launched Staying Alive with UNAIDS, and several other partner organizations worldwide in 1998. MTV Philippines joined this campaign with the launch of the first MTV Music Summit in 2003.

MTV Philippines’ Managing Director Marco Borlongan explains the channel’s continuous support of HIV/AIDS awareness and prevention. “We at MTV are especially concerned with the future of our next MTV Generations,” he says. “Our relationship with the youth of every generation since the 1980s runs deep, and we are fighting to protect them by educating them on HIV/AIDS in ways that we’ve learned to send the message across.”

Dale Rutstein, Communications Chief of UNICEF Philippines, says that the campaign is just part of the 5-year movement toward HIV/AIDS education and prevention for the sake of the young. “We need to make sure that children and young people are part of the AIDS equation, and we have to work to protect them,” says Rutstein. “We’ve been worried of the possibility of an HIV epidemic. That’s why we need to work harder; to let young people feel that they have a mission, to be one, to be part of a great campaign, and that’s what’s great about the MTV Music Summit.”

Part of this year’s HIV/AIDS awareness campaign, MTV will launch the first-ever MTV Music Summit anthem: “Future,” written and performed by Filipino rock bands Urbandub and Dicta License. The song will be played in several MTV Music Summit partner radio stations, and will be available as a mobile phone download. The music video of “Future,” which highlights surprise guest appearances by a number of musical artists, will also enjoy heavy airplay on MTV.

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