DUREX Malaysia will be expanding its #SomebodyLikeMe Choose2Protect Campaign at selected institutions of higher education throughout the country.
The Reckitt Benckiser brand will carry out educational sessions focusing on increasing awareness on sexually transmitted infections (STIs).
Recognising that HIV is one of the most prevalent STIs in the world, Durex and its partners will leverage on the power of social media via the #SomebodyLikeMe HIV global initiative to fuel active conversations on STI awareness and prevention among youth.
The campaign is a partnership with Aiesec Malaysia, a global youth-run leadership organisation, and non-governmental organisations such as Women’s Aid Organisation and the Federation of Reproductive Health Associations, Malaysia.
Reckitt Benckiser Malaysia and Singapore marketing director Abhishek Chuckarbutty said the growing prevalence of STIs among youth has evolved into a global issue.
“To facilitate an effective outreach effort today, we recognise that peer education is key in building and sustaining a greater understanding about making healthy choices,” he said.
This year, the initiative will reach out to more youths through age-appropriate health information.
Leading the charge is a group of 90 local and international students from Aiesec who will be trained as peer educators.
These young leaders will conduct awareness sessions at their respective universities and nearby institutions where they will utilise pertinent educational tools to heighten knowledge on STIs, modes of transmission, impact and preventive measures.
The campaign is also focused on instilling positive values and healthy relationships among youths, with an emphasis on open communication and respect.
For more information on the campaign, visit www.choose2protect.com.my, www.facebook.com/DurexMalaysia or www.twitter.com/DurexMY.