Björn Borg Grants to fight HIV in Oxford and Brussels
Get it On and play it safe while having fun! Supporting one project in Oxford and one in Brussels, Swedish Fashion brand Björn Borg follows up on their collaboration last year with the MTV Staying Alive Foundation, aiming to combat the spread of HIV among young people in Europe.
Through the Björn Borg Grant, Björn Borg follows up on their collaboration last year with the MTV Staying Alive Foundation, aiming to combat the spread of HIV among young people in Europe. As part of the collaboration Björn Borg created a limited edition “Get it On” underwear collection; €1 from the sale of each pair of underwear was donated to MTV Staying Alive Foundation projects in Europe through the Björn Borg Grant. The projects were chosen after a rigorous selection process, which aimed to identify the most innovative community-based HIV-prevention interventions—the two successful projects were based in Oxford, England, and in Brussels, Belgium. The Björn Borg Grants support projects that have excellent reach and understanding of youth populations in Belgium and the UK. Currently, about 20,000 people are living with HIV in Belgium and 98,400 in the UK.
“Almost half of the total HIV infections last year happened within the age group 16–24. Through the collaboration, we help lifting the topic and contribute to stopping HIV before it even starts”, says Lina Söderqvist, Marketing Director, Björn Borg.
“15–24 year olds are most vulnerable to HIV. To help you understand just how vulnerable they are: 40% of all new HIV infections occur in young people. A sobering statistic. Here’s another, for women of reproductive age HIV/AIDS is the leading cause of death worldwide,” explains Georgia Arnold, Executive Director at the MTV Staying Alive Foundation. “With Björn Borg’s support, the MTV Staying Foundation has been able to directly reach out to thousands of young people in the UK and Belgium, teaching them vital lessons about HIV prevention and sexual and reproductive health".
UK – Chasing Zero
Chasing Zero educates, mostly through ice cream parties, young people in local communities in order to fulfill a global goal in getting of zero AIDS related deaths, zero HIV infections, and zero discrimination for those living with HIV.
Belgium – SIDASOS
The project 'SIDASOS comes to your campus' goes into universities and higher education schools, but also to clubs and festivals, where they organise creative fairs around HIV awareness.
ABOUT BJÖRN BORG: The group owns the Björn Borg trademark and its operations are focused on underwear. To that is offered sports wear and fragrances and through licensees also footwear, bags and eyewear. Björn Borg products are sold in around twenty markets, of which Sweden and Holland are the largest. The Björn Borg Group has operations at every level from branding to consumer sales in its own Björn Borg stores. Total sales of Björn Borg products in 2012 amounted to around SEK 1,6 billion, at the consumer level. Group net sales amounted to approximately SEK 551 million as per December 31, 2012, with 139 employees. The Björn Borg share is listed on the Nasdaq OMX Nordic in Stockholm since 2007.
ABOUT THE MTV STAYING ALIVE FOUNDATION: The MTV Staying Alive Foundation is an international content-producing and grant-giving organisation dedicated to stopping the spread of HIV among young people. The Foundation creates and distributes challenging and entertaining HIV prevention content across MTV channels and with third-party broadcasters, while finding and funding young leaders who are tackling the HIV epidemic in their own communities.
To date, MTV Staying Alive Foundation programming has reached 100% of the top 50 countries affected by HIV, and has awarded 488 grants in 66 countries around the world, distributing over $4.7 million to grassroots HIV prevention projects. The MTV Staying Alive Foundation is registered as a UK charity and as a 501c3 charitable organization in the US.