The campaign sought to break down the myths and barriers that confine sex education. This meant starting a frank, global conversation about sex. A conversation that says 'you are not alone' and 'someone like me' has the same worries, concerns and questions as you do. With young people talking freely about sex, the idea was that the HIV message would be introduced naturally into conversation.
In November 2013, #SomeoneLikeMe launched worldwide across digital channels, targeting young audiences wherever they socialised and connected.