MTV Staying Alive Foundation and Ogilvy & Mather HK unleash Dick the Dog to champion safe sex awareness this Valentine’s Day

The MTV Staying Alive Foundation has released its 2017 safe sex campaign on Valentines Day with an animated film from Mrzyk & Moriceau with music from Woody Guthrie.

The new work from Ogilvy & Mather Hong Kong features Dick the Dog and his owner, who struggles to contain his pet’s love of holes.

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Aimed at a younger post-AIDS generation of teenagers, among whom HIV infections are still not decreasing, the campaign aims to show that safe sex is fun and that condoms are not a barrier to freedom.

“The campaign speaks to an audience who is happy to be engaged on this sensitive topic,” said Georgia Arnold, Senior Vice President, Social Responsibility at MTV International and Executive Director of the MTV Staying Alive Foundation. “This work is designed to cut through with a smile. It’s cleverly produced by one of the world’s fastest growing young animation houses and we’ve worked hard to ensure that it’s clickable and shareable, while getting the message across.”

“Dick the Dog is a mischievous little mutt who gets extremely excited whenever he sees a hole,” said Reed Collins, Chief Creative Officer – Ogilvy Hong Kong. “But before Dick can go exploring he must put on his little raincoat. We had a lot of fun bringing the idea to life and it will be a fully active digital and social global campaign come Valentine’s Day.”

The campaign will run in over 50 countries on satellite television and in digital media in a variety of time lengths and guises including some areas of the world where taboos around sex and safe sex are particularly sensitive.

“This is famous work for a famous brand and a global cause,” said David Mayo, at Ogilvy & Mather, “Working with the Guthrie family, MTV Staying Alive Foundation and Mrzyk & Moriceau was a fine blend of like minds and the work shows. As the end line says; ‘wear a condom. Dick'”