Björn Borg, the famous underwear brand, recently launched a campaign named Get It On. It’s underwear developed to raise awareness around HIV.
One Euro per sold underwear supports the MTV Staying Alive Foundation and an extra fun limited edition tandem pant – a pair of underwear with room for two – is sold with a 100% of the proceeds supporting the MTV Staying Alive Foundation.
The idea of Double Underwear isn’t new as Osocio blogger Tom told me. But as far as I know it’s the first time used in a HIV prevention campaign. Good choice to use it because of it’s relevancy. And it brings us a very funny campaign visual.
Björn Borg Head of Design, James Lee gives an overview on the GET IT ON limited collection and tandem pant: