MTV Networks International (MTVNI) [part of Viacom] and The Body Shop [part of L'Oreal] have launched what is claimed to be the biggest ever multimedia partnership between a global broadcaster and retailer for HIV and AIDS prevention. The campaign, Spray to Change Attitudes, will span 44 countries and reach millions of under-25 year olds... Bill Roedy, vice chairman of MTV Networks...[said] "...By partnering with The Body Shop, we are able to communicate lifesaving HIV prevention messages in retail shops alongside MTV's global TV and digital media properties..."