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Last week, a Belgian Youth NGO called MJA presented their third Belgian Pop Line. The aim of Belgian Pop Line is to make it easier for youngster to buy condoms. By asking artists to create the artwork of the condom boxes, they become collector’s items. The new range has been created by Belgian artists, bands and dj’s who have a foreign background: Ali Tcheelab, Paco, Sweet Coffee, Mobassic, Merdan Taplak, Brahim, Hadise and Leki. Eight artists who want to promote a ‘safe sex message’ AND an ‘all different all equal’ message to their fans. The safe sex from the Belgian Pop Line is for everyone, that’s why they support the ‘all different all equal’ campaign. MJA decided to put the ‘all different all equal’ logo on the condom boxes.

I think this is a good example of how to use existing channels to promote the campaign and to join forces. All praise goes to MJA! More info: www.belgianpopline.be (in Dutch)