Björn Borg funds MTV Staying Alive projects

Last year the MTV Staying Alive Foundation and Björn Borg joined forces to fight HIV. 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.

After a rigorous selection process, two of the most innovative community-based HIV-prevention projects were selected: Chasing Zero (UK) and SIDASOS (Belgium).

The topics of HIV and AIDS are often removed from British youth society, but Oxford-based charity Chasing Zero strikes back with a biting strategy: freezing AIDS through ice-cream parties. This year, they are receiving a Björn Borg Grant for their work. Chasing Zero educates 15–24 year olds about HIV/AIDS and has pioneered a social enterprise, involving a partnership with the famous Oxford-based ice cream manufacturer, George & Delilah’s. By selling ice cream, Chasing Zero generates funds for its HIV-prevention work, and seizes the opportunity to educate students through ice-cream parties at British schools, festivals, and youth events.


Meanwhile in Belgium, SIDA’SOS, a non-profit organisation whose mission is to help young people protect themselves against HIV and other STIs, has also been awarded a Björn Borg Grant. SIDA’SOS not only educates young people about STIs, it mobilises them to take action against HIV. They visit schools and universities hosting creative fairs that raise awareness of HIV and STIs. During these events students get both factual information and hands-on education such as condom competitions.


If you have any amazing ideas for a HIV-prevention project in your area, watch this space—our 2014 call for proposals will open later this year.