Live Nation Australia and New Zealand is getting busy on a sex-education program.
The live entertainment giant’s Australasia affiliate has formed a partnership with the state of New South Wales’ health department on the “Play Safe” campaign, which promotes sexual health and regular testing for Sexually Transmitted Infections.
Live Nation’s role in the arrangement is to help get young concert-goers (15 – 29 years) to talk about sex. The state-wide initiative will focus around Live Nation’s concerts, online, content and ticketing operations.
Dr Chris Bourne, head of the NSW Sexually Transmitted Infections Programs Unit, said: “Live Nation provides a fantastic opportunity to connect with young people, highlight the importance of sexual health and be part of their conversation about sex.” He noted 75% of STI notifications in NSW were reported in young people in the last year, so “it’s a very big issue.”
Bourne adds that the pact with Live Nation “will enable us to promote the Play Safe messages directly to young people on this important area of their lives and health.”
LN’s domestic calendar of events for the year ahead includes tours from Lady Gaga, 5 Seconds of Summer and Chelsea Handler.
“Through the power of Live Nation’s live music offering, NSW Health is able to connect with its key audience in a direct and engaging way,” comments Michael Coppel, president and CEO of Live Nation Australia and New Zealand. LN, he said, was “proud to join the movement and help spread the word about sexual health.”
The partnership was brokered by Sydney-based entertainment partnerships agency, mixitup Australia, a Live Nation Australia and New Zealand joint-venture company. NSW Health joins LN’s exclusive Australasian brand partners which include Qantas, American Express, and Starwood Hotels and Resorts.
“Together,” says mixitup managing director Greg Segal on the new partnership, “we are literally harnessing the healing power of music.”