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    <title>Storytelling to Change Lives | MTV Staying Alive Foundation</title><meta data-n-head="ssr" charset="utf-8"><meta data-n-head="ssr" name="viewport" content="width=device-width, initial-scale=1"><meta data-n-head="ssr" http-equiv="Accept-CH" content="DPR, Viewport-Width, Width"><link data-n-head="ssr" rel="icon" type="image/x-icon" href="/favicons/favicon.ico"><link data-n-head="ssr" rel="apple-touch-icon" sizes="57x57" href="/favicons/apple-icon-57x57.png"><link data-n-head="ssr" rel="apple-touch-icon" sizes="60x60" href="/favicons/apple-icon-60x60.png"><link data-n-head="ssr" rel="apple-touch-icon" sizes="72x72" href="/favicons/apple-icon-72x72.png"><link data-n-head="ssr" rel="apple-touch-icon" sizes="76x76" href="/favicons/apple-icon-76x76.png"><link data-n-head="ssr" rel="apple-touch-icon" sizes="114x114" href="/favicons/apple-icon-114x114.png"><link data-n-head="ssr" rel="apple-touch-icon" sizes="120x120" href="/favicons/apple-icon-120x120.png"><link data-n-head="ssr" rel="apple-touch-icon" sizes="144x144" href="/favicons/apple-icon-144x144.png"><link data-n-head="ssr" rel="apple-touch-icon" sizes="152x152" href="/favicons/apple-icon-152x152.png"><link data-n-head="ssr" rel="apple-touch-icon" sizes="180x180" href="/favicons/apple-icon-180x180.png"><link data-n-head="ssr" rel="icon" type="image/png" sizes="192x192" href="/favicons/android-icon-192x192.png"><link data-n-head="ssr" rel="icon" type="image/png" sizes="32x32" href="/favicons/favicon-32x32.png"><link data-n-head="ssr" rel="icon" type="image/png" sizes="96x96" href="/favicons/favicon-96x96.png"><link data-n-head="ssr" rel="icon" type="image/png" sizes="16x16" href="/favicons/favicon-16x16.png"><link data-n-head="ssr" rel="canonical" href="https://lonhost-saf-flocc-fe.use1.dev.aws.viacbs.cloud//"><script data-n-head="ssr" data-hid="gtm-script">if(!window._gtm_init){window._gtm_init=1;(function(w,n,d,m,e,p){w[d]=(w[d]==1||n[d]=='yes'||n[d]==1||n[m]==1||(w[e]&&w[e][p]&&w[e][p]()))?1:0})(window,navigator,'doNotTrack','msDoNotTrack','external','msTrackingProtectionEnabled');(function(w,d,s,l,x,y){w[x]={};w._gtm_inject=function(i){if(w.doNotTrack||w[x][i])return;w[x][i]=1;w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s);j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i;f.parentNode.insertBefore(j,f);}})(window,document,'script','dataLayer','_gtm_ids','_gtm_inject')}</script><link rel="preload" href="/_nuxt/4fe35c2.js" as="script"><link rel="preload" href="/_nuxt/ec596fe.js" as="script"><link rel="preload" href="/_nuxt/efdfd04.js" as="script"><link rel="preload" href="/_nuxt/6b53d41.js" as="script"><link rel="preload" href="/_nuxt/3fef303.js" as="script"><link rel="preload" href="/_nuxt/daa5ce7.js" as="script"><link rel="preload" href="/_nuxt/e071847.js" as="script"><link rel="preload" href="/_nuxt/f85862c.js" as="script"><link rel="preload" href="/_nuxt/e82e499.js" as="script"><style data-vue-ssr-id="382a115c:0 35bc8c76:0 7852035e:0 4f79162a:0 a2cec12c:0 013a9fb8:0 0473b97e:0 0a061bb1:0 61075852:0 19f4a3db:0 7477d5aa:0 7aaa0f3a:0 af995424:0 f88e6910:0 2fcf6234:0 7c23448d:0 27981c11:0 72647e28:0 1f4c0842:0 5dd38cad:0 c398c324:0 cf7f15b4:0">/*! tailwindcss v2.1.2 | MIT License | https://tailwindcss.com*//*! modern-normalize v1.1.0 | MIT License | https://github.com/sindresorhus/modern-normalize */

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Remove the margin in all browsers.
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/**
Improve consistency of default fonts in all browsers. (https://github.com/sindresorhus/modern-normalize/issues/3)
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Text-level semantics
====================
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Add the correct text decoration in Chrome, Edge, and Safari.
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Add the correct font weight in Edge and Safari.
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/**
1. Improve consistency of default fonts in all browsers. (https://github.com/sindresorhus/modern-normalize/issues/3)
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Add the correct font size in all browsers.
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/**
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2. Correct table border color inheritance in all Chrome and Safari. (https://bugs.chromium.org/p/chromium/issues/detail?id=935729, https://bugs.webkit.org/show_bug.cgi?id=195016)
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/**
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            29 Nov 2022
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            10 Mar 2022
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            28 Jan 2022
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            15 Nov 2021
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            20 Oct 2021
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		 M251.9,335.9c-46.4,0-84-37.6-84-84c0-46.4,37.6-84,84-84s84,37.6,84,84C335.9,298.3,298.3,335.9,251.9,335.9z"></path><circle cx="386.4" cy="117.4" r="30.2"></circle></g></svg></a></div> <!----> <!----></footer></main></div></div><script>window.__NUXT__=(function(a,b,c,d,e,f,g,h,i,j,k,l,m,n,o,p,q,r,s,t,u,v,w,x,y,z,A,B,C,D,E,F,G,H,I,J,K,L,M,N,O,P,Q,R,S,T,U,V,W,X,Y,Z,_,$,aa,ab,ac,ad,ae,af,ag,ah,ai,aj,ak,al,am,an,ao,ap,aq,ar,as,at,au,av,aw,ax,ay,az,aA,aB,aC,aD,aE,aF,aG,aH,aI,aJ,aK,aL,aM,aN,aO,aP,aQ,aR,aS,aT,aU,aV,aW,aX,aY,aZ,a_,a$,ba,bb,bc,bd,be,bf,bg,bh,bi,bj,bk,bl,bm,bn,bo,bp,bq,br,bs,bt,bu,bv,bw,bx,by,bz,bA,bB,bC,bD,bE,bF,bG,bH,bI,bJ,bK,bL,bM,bN,bO,bP,bQ,bR,bS,bT,bU,bV,bW,bX,bY,bZ,b_,b$,ca,cb,cc,cd,ce,cf,cg,ch,ci,cj,ck,cl,cm,cn,co,cp,cq,cr,cs,ct,cu,cv,cw,cx,cy,cz,cA,cB){return {layout:"default",data:[{c:{_createdAt:"2021-05-26T15:24:51Z",_id:B,_rev:"6Usa2B8ileD4MLCzPAXBxJ",_type:B,_updatedAt:"2022-12-01T13:04:34Z",aboutUs:{_type:aq,links:[{_key:"944f42f75dae",_type:U,internalLink:{_ref:C,_type:g},linkStyle:D,linkText:ar}],media:[{_key:"ea9e8b260594",_type:E,asset:{_ref:as}}],text:"Powered by young peoples’ experiences, we create media that enables learning, behaviour change and support.",title:"We are a social and behaviour change charity"},donate:{_createdAt:"2021-07-15T10:19:18Z",_id:at,_rev:"9MSTkQScaozYLtwCjl7Uco",_type:o,_updatedAt:"2021-08-25T09:01:44Z",slices:[{_key:"099858f366eb",_type:"customFeature03",links:[{_key:"c0da96cf9fb3",_type:U,internalLink:{_ref:F,_type:g},linkStyle:D,linkText:G}],media:[{_key:"bff1d1057e0a",_type:E,asset:{_ref:au}}],text:"Your donation will help us change young lives through better health messaging",title:"Your donation will help us change young lives"}],title:G},feedTestimonials:{feed:[{_createdAt:"2021-07-12T10:57:03Z",_id:av,_rev:"gd9Rx8qUQGyPfPz9CtMp7m",_type:k,_updatedAt:"2021-07-12T13:00:15Z",cite:"Rahman, Nigeria",quote:"“MTV Staying Alive’s Peer Education programme has made me confident in my abilities to influence change in my community.”"},{_createdAt:"2021-07-12T10:58:02Z",_id:aw,_rev:"j9V2V3l8iCm6W0MnXUfAaN",_type:k,_updatedAt:"2021-10-13T09:36:49Z",cite:ax,quote:"“I’ve directed people to health services, and it was amazing to see them having a change of mind on the myths surrounding health services, especially HIV testing and contraception. 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A 2017 study by the World Bank proved that viewers of the television drama were twice as likely to test for HIV - while the show’s storylines, touching on HIV prevention, gender-based violence, safe sex and more, have educated a growing fanbase across the world since the show debuted in Kenya in 2009."}],markDefs:[],style:d},{_key:"7bcce20e030c",_type:c,children:[{_key:"1fe133c239610",_type:a,marks:[],text:"“We’re thrilled that Netflix is taking the full MTV Shuga series. 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Along with our partners, we are committed to continuing to use our platform and content to inspire behavioural change, engagement and real action in the fight against GBV.\n\n"},{_key:"e3945d8d956187",_type:a,marks:[f],text:z},{_key:"e3945d8d956188",_type:a,marks:[],text:i},{_key:"e3945d8d956189",_type:a,marks:[f],text:u},{_key:"e3945d8d956190",_type:a,marks:[],text:i},{_key:"e3945d8d956191",_type:a,marks:[f],text:v},{_key:"e3945d8d956192",_type:a,marks:[],text:i},{_key:"e3945d8d956193",_type:a,marks:[f],text:p},{_key:"e3945d8d956194",_type:a,marks:[],text:i},{_key:"e3945d8d956195",_type:a,marks:[f],text:w},{_key:"e3945d8d956196",_type:a,marks:[],text:" docu-series seeks to leave the audience asking questions, recognising that we are all part of the issue and equally so a part of the solution. By asking ourselves \"What Makes a Man?\" we are learning and unlearning harmful behaviours that are going to be fundamental towards starting conversations that will drive meaningful change.\n\n“We hope that our audience watch the show, reflect on the current climate of the GBV epidemic and start to think about positive changes we need to make individually to create a society where we each feel safe, irrespective of our gender. Through support from various funders, namely UNFPA, META, the US Diplomatic Mission to South Africa and the South African Presidency’s Gender-Based Violence Fund Response 1, "},{_key:"e3945d8d956197",_type:a,marks:[f],text:z},{_key:"e3945d8d956198",_type:a,marks:[],text:i},{_key:"e3945d8d956199",_type:a,marks:[f],text:u},{_key:"e3945d8d9561100",_type:a,marks:[],text:i},{_key:"e3945d8d9561101",_type:a,marks:[f],text:v},{_key:"e3945d8d9561102",_type:a,marks:[],text:i},{_key:"e3945d8d9561103",_type:a,marks:[f],text:p},{_key:"e3945d8d9561104",_type:a,marks:[],text:i},{_key:"e3945d8d9561105",_type:a,marks:[f],text:w},{_key:"e3945d8d9561106",_type:a,marks:[],text:" will be extended into community outreach through peer education. It is through this interpersonal intervention where we aim to see a shift in attitudes and behaviour.” Commented Yvonne Diogo, "},{_key:"e3945d8d9561107",_type:a,marks:[e],text:bu},{_key:"e3945d8d9561108",_type:a,marks:[],text:i},{_key:"e3945d8d9561109",_type:a,marks:[e],text:"Alive Foundation Country Director"},{_key:"e3945d8d9561110",_type:a,marks:[],text:"\n\nThe premiere episode of "},{_key:"e3945d8d9561111",_type:a,marks:[f],text:z},{_key:"e3945d8d9561112",_type:a,marks:[],text:i},{_key:"e3945d8d9561113",_type:a,marks:[f],text:u},{_key:"e3945d8d9561114",_type:a,marks:[],text:i},{_key:"e3945d8d9561115",_type:a,marks:[f],text:v},{_key:"e3945d8d9561116",_type:a,marks:[],text:i},{_key:"e3945d8d9561117",_type:a,marks:[f],text:p},{_key:"e3945d8d9561118",_type:a,marks:[],text:i},{_key:"e3945d8d9561119",_type:a,marks:[f],text:w},{_key:"e3945d8d9561120",_type:a,marks:[],text:" is set to take viewers on an emotional and reflective journey that will spark dialogue on the epidemic of GBV, the root causes and how men and South Africans can end GBV. Host Ayanda Makayi emotionally opens up to his unborn son on the man and father he hopes to be. Ayanda also engages on issues such as bullying and how they can manifest in unhealthy and dangerous behaviours that can lead to gender-based violence. With the understanding that the issue of GBV is one that affects our immediate communities, Ayanda journeys to his home engaging his mom on the issue and speaks to pupils at his former high school on what really makes a man.\n"},{_key:"e3945d8d9561135",_type:a,marks:[e],text:m}],markDefs:[],style:d}],title:bw},{_createdAt:bx,_id:ab,_rev:"1i5b1Jr7OeXmf1ngWDo1iK",_type:h,_updatedAt:bx,category:[],date:"2022-01-28",image:{_type:j,asset:{_ref:by,_type:g}},slug:{_type:l,current:bz},textBody:[{_key:"e239a89a8ffc",_type:c,children:[{_key:"b698e609f0ea",_type:a,marks:[],text:"The MTV Staying Alive Foundation (MTV-SAF) is pleased to announce that Stephanie Ndlovu, who joined the MTV-SAF Board in July 2019, has agreed to take on the role of co-Chair of the Foundation."}],markDefs:[],style:d},{_key:"6f91ffa922be",_type:c,children:[{_key:"801cb691c1290",_type:a,marks:[],text:"As we expand our work in sub-Saharan Africa, including through registering the charity in South Africa, the board recognized the importance of Stephanie’s unique knowledge and perspectives, developed from playing the role of ‘Tsholo’ in MTV Shuga: Down South (Season 1) and from working as an advocate and ambassador for MTV-SAF since 2016. Stephanie will work alongside MTV-SAF’s Chair, Ben Plumley, as we undertake our most ambitious program of activities to-date and achieve a lasting impact on the health and wellbeing of young people all over the world.’"}],markDefs:[],style:d},{_key:"57ed49d27708",_type:c,children:[{_key:"b66ffd1b59fa0",_type:a,marks:[],text:"Stephanie Ndlovu says: “MTV Staying Alive has been at the heart of my professional life ever since I got the role of Tsholo in the first series of MTV Shuga: Down South. I am always so proud to represent the organization and I look forward to my new role with real excitement for what we can, and will achieve.”"}],markDefs:[],style:d},{_key:"16774ba19542",_type:c,children:[{_key:"49a657e155480",_type:a,marks:[],text:"Ben Plumley, MTV-SAF’s Co-Chair, added: “This is a really ambitious period for MTV Staying Alive, when we will reach more young people, across more countries, with more diverse messaging than ever before. Stephanie brings passion and a deep knowledge of our work, and I’m so happy to be working with her.”"}],markDefs:[],style:d}],title:bA},{_createdAt:"2021-11-16T20:04:20Z",_id:ac,_rev:"xNRBBJwxD1ZtK0ZlsN993F",_type:h,_updatedAt:"2021-11-16T21:10:41Z",date:"2021-11-15",excerpt:"GIF is pleased to announce a $675,000 grant to MTV Staying Alive Foundation to produce campaigns that aim to address gender-based violence and wider gender issues, as part of the TV series and multimedia campaign MTV Shuga.",image:{_type:j,asset:{_ref:bB,_type:g}},slug:{_type:l,current:bC},textBody:[{_key:"7dd6aa83d626",_type:c,children:[{_key:"c8cddd1b21c3",_type:a,marks:[],text:"GIF has announced a $675,000 grant to MTV Staying Alive Foundation to produce campaigns that aim to address gender-based violence and wider gender issues, as part of the TV series and multimedia campaign MTV Shuga."}],markDefs:[],style:d},{_key:"a63778dfe54b",_type:c,children:[{_key:"900357441e500",_type:a,marks:[],text:"Under the grant, MTV Staying Alive Foundation will seek to engage female-led African production houses to collaboratively produce the content."}],markDefs:[],style:d},{_key:"cf0a91a88ab6",_type:c,children:[{_key:"542b4b72d8c60",_type:a,marks:[],text:"With GIF’s grant, storylines that focus on violence against women and girls, and other gender issues, will be expanded on. The new campaigns will use various media and communication channels in addition to the MTV Shuga TV series to reach target populations, including a radio drama, social media campaigns, and a community outreach programme."}],markDefs:[],style:d},{_key:"5fb5f4c5f74a",_type:c,children:[{_key:"98bdad9328ea0",_type:a,marks:[],text:"MTV Shuga campaigns have reached wide audiences across Kenya, Nigeria, Cote d’Ivoire, South Africa, India and beyond. This includes a weekly 20% national audience share from a single broadcast platform in South Africa; and more than 30 million views on YouTube. Studies to see how viewers were affected found that those who watched the show were twice as likely to get tested for HIV, and male viewers were 21% less likely to justify violence."}],markDefs:[],style:d},{_key:"fce57b88ac03",_type:c,children:[{_key:"9417630e84080",_type:a,marks:[],text:"At the core of this innovation is the development of partnerships to advance local capacity to produce gender equitable media; and to ensure messaging is safe, effective, and relevant to target audiences. MTV Staying Alive Foundation will build on its track record of supporting local production organisations to strengthen it's capacity and skills to generate media focused on behavioural change – this includes oversight from MTV Staying Alive Foundation, mentorship, workshops and internships to strengthen the skills and knowledge of staff, and organisational systems and processes of local media partners. In addition, the MTV Shuga campaigns will continue to be produced in partnership with local creative companies, local broadcasters, local government, helplines and healthcare providers."}],markDefs:[],style:d},{_key:"6ef332322531",_type:c,children:[{_key:"0f5b3300ae300",_type:a,marks:[],text:"Georgia Arnold, the Foundation’s Executive Director, has said: “Since 2009, when the first MTV Shuga season was created, we have worked with a range of local media production companies and tested various gender-based storylines in our content. With this new grant, we will be able to create a more strategic approach to our partnership model, invest specifically in female-led companies and focus more overtly on gender-issues in our media. It will accelerate progress towards “gender-aware” media, both through the creation of the content itself and through the strengthening of local capacity. We are excited about the huge potential for the project, and really grateful to GIF for making it happen.”"}],markDefs:[],style:d},{_key:"b12949aed419",_type:c,children:[{_key:"3c5d308b0d290",_type:a,marks:[],text:"GIF’s Rachna Nag Chowdhuri, Senior Director of Analytics, said: “Evidence shows us that edutainment like MTV Shuga can inspire behavioural change through information-provision, and nudging norm shifts through meaningful storylines. GIF is delighted to support MTV Staying Alive to build on their hugely successful track record of delivering positive messages via the MTV Shuga campaigns. Our partnership with MTV Staying Alive is a huge opportunity to reach young people, encourage dialogue on real issues, and engage female-led production houses, as part of GIF’s work to back innovations that increase the agency of women and girls.”"}],markDefs:[],style:d},{_key:"0dfb10e6657c",_type:c,children:[{_key:"4de7b1dbee1a0",_type:a,marks:[],text:"The grant comes from GIF’s Innovating for Gender Equality fund and GIF is excited to support an initiative that harnesses multi-channel media to encourage conversations centred around gender-based violence among young people, while at the same time supporting a pathway for gender-transformative, high-quality content production through MTV Staying Alive Foundation’s innovative talent building model."}],markDefs:[],style:d}],title:bD},{_createdAt:"2021-10-19T19:42:16Z",_id:ad,_rev:"rcRzyTNiFNnONcAyUNMoQW",_type:h,_updatedAt:"2021-10-21T12:25:58Z",date:"2021-10-20",excerpt:y,image:{_type:j,asset:{_ref:bE,_type:g}},slug:{_type:l,current:bF},textBody:[{_key:"244ed1b40400",_type:c,children:[{_key:"7c3d5b1a7505",_type:a,marks:[],text:"I am a passionate believer that sex edu-tainment is the key to transforming essential health messaging into engaging and entertaining content to help young people make positive decisions about their relationships, their rights, and their lives. And by using relatable storylines and characters set across sub-Saharan Africa and in India, the drama series MTV Shuga set out to do just this. But while my fervent belief is probably not enough to persuade those that question what impact such a behaviour-change and service demand-creation campaign can and is having, a new study by the London School of Hygiene and Tropical Medicine (LSHTM) provides an emphatic answer. Our model works. The recent evaluation of MTV Shuga Down South set in South Africa, reveals that young people who watched the series were twice as likely to get tested for HIV, twice as likely to know their HIV status and twice as likely to be aware of PrEP, a drug taken regularly by HIV-negative people that reduces the risk of getting HIV. Given that South Africa has the biggest HIV epidemic in the world - with 7.7 million people living with HIV - and was the first country in sub-Saharan Africa to fully approve PrEP - this matters and is making a difference."}],markDefs:[],style:d},{_key:"63bf31bbfc7f",_type:c,children:[{_key:"44fbae4f47980",_type:a,marks:[],text:"Alongside these new findings, another evaluation, this time by Tulane University, has found that after watching the MTV Shuga Naija series set in Nigeria, women were more likely to use modern contraception, victim-blaming attitudes significantly decreased around gender-based violence amongst both men and women, and girls and boys were more likely to open up to their parents about sexual violence. So we are rightly proud that after over a decade of creating entertaining, relatable and engaging content, discussing difficult topics in an open and honest way and driving our young viewers to find positive ways to deal with issues is having a real impact and changing lives."}],markDefs:[],style:d},{_key:"636c7c095c5b",_type:c,children:[{_key:"d2f8d9d30d620",_type:a,marks:[],text:"The MTV Staying Alive Foundation has entertained and educated young people in 72 countries, via broadcasts in 720 million homes and peer-educators reaching another 215,000 young people. But we know that reach alone is not even close to proof of concept. Which is why these latest evaluations are so important because they directly address the question ‘does investing in media, change behaviours?’ Well, the answer is that MTV Shuga is doing just that, across countries, and deeply within communities. And of course, we remain confident in knowing that we are a strong investment, with the World Bank’s estimate that for every $1 invested in MTV Shuga, $150 is returned in health and welfare benefits to communities."}],markDefs:[],style:d},{_key:"da731887c442",_type:c,children:[{_key:"0e334efaa94f0",_type:a,marks:[],text:"What MTV Shuga does so well is that via entertainment, we work directly with our audience to increase awareness, demand, ability, motivation and ultimately create a willingness to follow through on owning their own sexual health."}],markDefs:[],style:d},{_key:"968154c23b02",_type:c,children:[{_key:"b921d1dfbf920",_type:a,marks:[],text:"But is it needed? Absolutely, and even more so as a result of COVID-19. The pandemic has tested our model in real time and our response is the MTV Shuga Alone Together series which sees characters from six different countries connect via video calls as they navigate their ‘new normal’ under COVID-19, delving into untold stories of life in lockdown – with themes of gender-based violence, fake news, and mental health, alongside crucial health messaging about the pandemic. Critically, the need continues as Covid-19 has exacerbated the lack of information and stigma around sexual health and HIV prevention with many health services being closed down and even when reopened, young people were not always aware of them. Our edutainment campaign model is demonstrating the potential for wider health initiatives for young people as the pandemic continues."}],markDefs:[],style:d},{_key:"2eb3ee6fd1c6",_type:c,children:[{_key:"743e165961ee0",_type:a,marks:[],text:"The beauty of MTV Shuga is that it has longevity, it’s adaptable and it’s flexible: and we have empirical evidence that it works. 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Seeking to further extend the reach and impact of its taboo-defying edutainment campaign, The MTV Staying Alive Foundation (SAF) has announced three upcoming campaigns of MTV Shuga; MTV Shuga Naija (Nigeria), MTV Shuga Down South (South Africa), and MTV Nishedh (India). This is the first time the Foundation will launch three consecutive campaigns in three geographic regions in an eighteen-month period and also the first time it is expanding its messaging beyond HIV and reproductive health."}],markDefs:[],style:d},{_key:"46b0b46f12b9",_type:c,children:[{_key:"bd9e91b22d930",_type:a,marks:[],text:"MTV Shuga and MTV Nishedh in India, is a social-impact movement centered around a multi-award-winning television drama series. Based on formative research, the storytelling reflects the lives of the youth the series seeks to engage and highlights behavioural choices towards youth empowerment. In addition to the television drama series, the campaign includes a graphic novel, a radio drama, social media, digital media and a peer education programme designed for delivery in schools, community centers and other safe spaces."}],markDefs:[],style:d},{_key:"69cb33e6882e",_type:c,children:[{_key:"c212ca7e22f70",_type:a,marks:[],text:"Previous MTV Shuga campaigns have recorded significant behavioural changes and increased awareness in the countries where the series has aired."}],markDefs:[],style:d},{_key:"1f1af6470e80",_type:c,children:[{_key:"720c955eacc30",_type:a,marks:[],text:m}],markDefs:[],style:d},{_key:"3f6b77e8113f",_type:j,asset:{_ref:ca,_type:g}},{_key:"91dc1d71debc",_type:c,children:[{_key:"919aad80dff90",_type:a,marks:[],text:"With over 2 decades of experience in creating impactful HIV prevention and Sexual Reproductive Health and Rights (SRHR) edutainment content, MTV Shuga will embark on tackling other health and social issues that youth face in Africa and India today. Speaking on the impact the campaigns have had, "},{_key:"0b7c5f4b0414",_type:a,marks:[e],text:"Georgia Arnold, Executive Director, MTV Staying Alive Foundation, and Executive Producer of MTV Shuga & MTV Nishedh"},{_key:"30e3a44f20ec",_type:a,marks:[],text:", said, “We know that if a young person has interacted with our campaigns, it has a positive impact on their behavioural choices and on their lives. Seeing this proven impact has encouraged us to scale up our campaigns and broaden our messaging to include social issues like gender equity and substance abuse, as well as health issues like Tuberculosis, COVID 19 and mental health. I’m excited that we’ll be able to reach even more young people, empowering them to make informed choices about the social and health issues they encounter. With partners like Viacom18 on board for the India leg, it gives the campaign monumental leverage in terms of reach and engagement.”"}],markDefs:[],style:d},{_key:"61684cbec06e",_type:c,children:[{_key:"5638b4603a50",_type:a,marks:[],text:m}],markDefs:[],style:d},{_key:"72d6c5f5bff8",_type:c,children:[{_key:"27fd289c330e",_type:a,marks:[],text:m}],markDefs:[],style:d},{_key:"b6a9420d0103",_type:j,asset:{_ref:cb,_type:g}},{_key:"bb748fe28a1b",_type:c,children:[{_key:"a7aa0d0b49c10",_type:a,marks:[],text:m}],markDefs:[],style:d},{_key:"300a0652f17d",_type:c,children:[{_key:"6fa2738ba73e0",_type:a,marks:[],text:"Each of the MTV Shuga campaigns will focus on pressing issues relevant to the youth of the region in which they will be launched. The Nigerian campaign will continue to address HIV prevention and will encourage conversations around Gender-Based Violence and gender equity. It will also raise awareness around the risks of COVID 19 and encourage vaccination. The South African campaign will focus on comprehensive SRHR as well as substance abuse, mental health, Tuberculosis and the LGBTQI+ community. The Indian campaign will tackle various sexual and adolescent-related issues including contraceptives, safe abortion methods and recognizing and treating Tuberculosis. All three campaigns will help to highlight issues that are often not discussed openly among family, partners and friends."}],markDefs:[],style:d},{_key:"b44a6133e420",_type:c,children:[{_key:"3ec04d6434c80",_type:a,marks:[],text:"“The upcoming MTV Shuga campaigns are poised to uplift and empower youth across the African continent and in India. A huge percentage of youth globally reside in Africa and India, so the impact we are hoping to make is no small feat. Not only are we excited about the TV series, radio and digital content, but we are thrilled to be taking these messages directly to the youth on the ground through peer-education. By enlisting the youth to be a part of the change, we ensure that they are not just passively consuming our edutainment content but are included in the solution.” said [AG1] "},{_key:"f353f7b318a6",_type:a,marks:[e],text:"Monde Twala, Senior Vice President Paramount Africa, Peer Lead BET International and MTV Staying Alive Board Member."}],markDefs:[],style:d},{_key:"000b6334e6c5",_type:c,children:[{_key:"779ab179f6750",_type:a,marks:[],text:m}],markDefs:[],style:d},{_key:"b9d93caca9b5",_type:j,asset:{_ref:cc,_type:g}},{_key:"3bdb03770b16",_type:c,children:[{_key:"1beeacdd208e0",_type:a,marks:[],text:y}],markDefs:[],style:d},{_key:"035aa2808ce2",_type:c,children:[{_key:"7da0cf6209e40",_type:a,marks:[],text:"Partnering on these campaigns are notable organizations including Unitaid, the Anglo American Foundation, the Global Innovation Fund, Johnson & Johnson, the David and Lucile Packard Foundation, Paramount Global and Viacom18. Together with the MTV Staying Alive Foundation, these partners will help to close cognitive and affective gaps that exist around pertinent health and social issues affecting youth today, with the hope that with this knowledge youth will be empowered to make decisions that will lead to a brighter and healthier future."}],markDefs:[],style:d},{_key:"0bd4aa920816",_type:c,children:[{_key:"122b71c2846f0",_type:a,marks:[],text:"MTV Nishedh Season 2 will premiere in 2022; MTV Shuga Naija and MTV Shuga Down South in 2023. All episodes of MTV Nishedh will be broadcast on MTV India and Hindi General Entertainment channels of Viacom18, and will be digitally streaming on VOOT. The MTV Shuga Naija and Down South series will premiere on MTV Base, BET and Free to Air broadcasters, SABC and NTA, followed by YouTube and Facebook. All MTV Shuga seasons will be available on Netflix and Safari.com after broadcast on TV and will then air on national broadcasters within a few weeks of launching."}],markDefs:[],style:d},{_key:"f6774902a901",_type:c,children:[{_key:"20558426def90",_type:a,marks:[],text:m}],markDefs:[],style:d},{_key:"b80db694b075",_type:c,children:[{_key:"71d5a33981200",_type:a,marks:[e,"underline"],text:"About the MTV Staying Alive Foundation"}],markDefs:[],style:d},{_key:"8da7cee9b268",_type:c,children:[{_key:"32b428d65c6e0",_type:a,marks:[],text:"The MTV Staying Alive Foundation aims to harness the power of entertainment to change the attitudes and behaviour of young people around the world. The campaign includes a radio drama, print, digital and social media, and peer education programmes. It has been broadcast on over 180 channels in 70 countries and has reached over 720 million households."}],markDefs:[],style:d},{_key:"d1539f6df4f4",_type:c,children:[{_key:"88b4276aa9250",_type:a,marks:[],text:"Pioneered in Nairobi, Kenya, in 2009, MTV Shuga is a long-running drama series and multimedia campaign that follows the lives of young people on the African continent. Aired on Paramount international channels around the world, the content is also offered rights-free to 3rd party broadcasters and content platforms and used as a teaching aid by educators, healthcare workers and grassroots organizations around the world."}],markDefs:[],style:d},{_key:"4f106a09532f",_type:c,children:[{_key:"e42ecb9d91a70",_type:a,marks:[],text:"Since 2009, the drama has crossed the continent from Kenya to Nigeria, South Africa, Cote d'Ivoire and India and has touched on numerous plotlines relating to HIV testing & prevention, Covid-19, family planning & contraception, transactional sex, gender-based violence, and condom use."}],markDefs:[],style:d},{_key:"52d838485249",_type:c,children:[{_key:"7b5b628d4d800",_type:a,marks:[],text:y}],markDefs:[],style:d}],title:cd},{_createdAt:"2022-04-22T13:40:58Z",_id:ce,_rev:"Ah7WtBkS0GeX46HTYgo4Op",_type:h,_updatedAt:"2022-04-25T15:15:28Z",category:[],date:"2022-04-22",excerpt:"\"The evaluation showed evidence consistent with a positive causal impact of the MTV Shuga DS2 campaign on HIV prevention.\"",image:{_type:j,asset:{_ref:cf,_type:g}},slug:{_type:l,current:cg},textBody:[{_key:"65d6c046b088",_type:c,children:[{_key:"0a5e5773cf26",_type:a,marks:[f],text:"Read about our peer-reviewed & published evaluation by the London School of Hygiene & Tropical Medicine (LSHTM): "},{_key:"f5ddb0fe9f85",_type:a,marks:[f,ch],text:"HERE"}],markDefs:[{_key:ch,_type:K,blank:s,href:"https:\u002F\u002Fpubmed.ncbi.nlm.nih.gov\u002F35365480\u002F"}],style:d},{_key:"d02be6af36c1",_type:c,children:[{_key:"054448d128550",_type:a,marks:[f],text:"LSHTM evaluated “"},{_key:"054448d128551",_type:a,marks:[f,e],text:"MTV Shuga Down South 2"},{_key:"d533203ac67e",_type:a,marks:[f],text:"” to understand the effects of a multimedia campaign on HIV self-testing and PrEP outcomes among young people in South Africa. 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"}],markDefs:[],style:d},{_key:"e81e24f20ca1",_type:c,children:[{_key:"c81657b9fcba",_type:a,marks:[],text:"Research studies conducted by the London School of Hygiene & Tropical Medicine (LSHTM) in South Africa and Tulane University in Nigeria confirm the model of “edutainment”, pioneered by us is helping to promote positive choices and is helping young viewers to prevent HIV and early pregnancy. "}],markDefs:[],style:d},{_key:"ec671f554759",_type:c,children:[{_key:"8ff541ab7c9b",_type:a,marks:[],text:"The evaluation  conducted by the London School of Hygiene & Tropical Medicine (LSHTM) together with the Epicentre Health Research (South Africa), funded by Unitaid, found that MTV Shuga ‘Down South’ can help young people adopt new tools to prevent HIV, including self-testing and oral pre-exposure prophylaxis (PrEP) , a drug taken by HIV-negative people before and after sex that reduces the risk of getting HIV. "}],markDefs:[],style:d},{_key:"a2d2534e0ed8",_type:c,children:[{_key:"9671b598613f",_type:a,marks:[],text:"Preliminary findings from South Africa show a strong and consistent link with HIV prevention behaviors: young people who engaged with the MTV Shuga series had twice the odds to know about HIV self-testing and PrEP, use an HIV self-test, and know their HIV status, compared to those who hadn’t watched the show. "}],markDefs:[],style:d},{_key:"31a5a3dc8605",_type:c,children:[{_key:"a5d1617b9bf4",_type:a,marks:[],text:"A study in Nigeria by Tulane University, funded by the Bill & Melinda Gates Foundation which evaluated the MTV Shuga Naija series found similarly positive results, impacting attitudes towards gender-based violence, with victim-blaming decreasing significantly amongst both men and women. "}],markDefs:[],style:d},{_key:"f9128a6488fb",_type:c,children:[{_key:"ae6303df092e",_type:a,marks:[],text:"The results further evidence that our model of edutainment works. For over a decade, MTV Shuga has proven adept at influencing young people’s behaviours through entertaining, immersive and challenging content, combined with relatable characters who audiences care deeply about.  This is why we must continue investing in positive storytelling to improve public health."}],markDefs:[],style:d},{_key:"a36c080aa527",_type:c,children:[{_key:"bb9161bf0dec",_type:a,marks:[],text:"The studies complement earlier findings on our behaviour change work, including a study conducted by the World Bank Development Impact Evaluation (DIME) which suggest that for every $1 invested in the MTV Shuga series, there is a return in health and welfare benefits in the order of $150. "}],markDefs:[],style:d},{_key:"5c85c2217689",_type:c,children:[{_key:"cecea68803a1",_type:a,marks:[],text:"Monde Twala, MTV SAF Board member and Senior Vice President, ViacomCBS Africa supports our work and notes that \"it is inspiring to see the positive impact from the research back up the power of edutainment formats that reach into people’s hearts. The authentic and engaging content drives important behavioural change. With the pandemic placing intense strain on health services and people in lock down for months, we have seen how MTV Shuga content and engagement is often a lifeline for young people. These are powerful collaborative platforms and I’m excited to see where MTV Shuga innovates next.” "}],markDefs:[],style:d},{_key:"a92cea79b71e",_type:c,children:[{_key:"f08e3c214bf8",_type:a,marks:[],text:"During the pandemic we showcased our adaptability with new content specifically focused on COVID-19 under the MTV Shuga “Alone Together” series. We have also implemented a similar campaign in India, MTV Nishedh, with a second season currently in pre-production; and we are looking to scale up work across sub-Saharan Africa, to include messaging on mental health, vaccine hesitancy, TB as well as sexual reproductive health messaging. "}],markDefs:[],style:d},{_key:"1658213d1f3e",_type:c,children:[{_key:"acdaabbcf98a",_type:a,marks:[],text:"We look forward to seeing the impact our content will create in the future. 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Shuga:","charityPartner","pageHub","pageAboutUs","btn-primary","video","pageDonate","Donate","pageGetInvolved","fea5d373-8513-463e-84d2-0bf1c5ea2b55","8a098ae196c5","externalLink","\u002F","pagePeerEducation","What We Do",false,"pageFooter","pageMenu","pageMeta","pageSocialMedia","brandPartner","internalLink","Get Involved","4ba760d9-d97a-4006-9821-11f0f7da63ed","MTV STAYING ALIVE ANNOUNCES DEVELOPMENT DEAL WITH CBS STUDIOS AND PARAMOUNT+ TO BRING SHUGA TO THE US.","image-ba2d65bdccb6e0ce278d202be4331c247b30fa5f-1200x862-jpg","a-message-from-the-co-chairs-of-mtv-staying-alive-stephanie-ndlovu-and-ben-plumley","A MESSAGE FROM THE CO-CHAIRS OF MTV STAYING ALIVE,  STEPHANIE NDLOVU AND BEN 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The Board of Directors have commenced a search for Georgia’s successor. ","9e119794798e","8589a20c612c","Georgia Arnold said, “I’ve had the privilege to represent MTV Staying Alive for the last 25 years, and I know that the Foundation is nothing if it isn’t for the people that we work with, and their determination to enable young people to make their own choices about their lives. I’m proud of the dynamic and inspiring global leadership team we have built to create exceptional content that is relevant and impactful for the individual young people who interact with it. So I have informed the Board that it is time I pass the baton to a new leader who will be steeped in the lived experiences of the communities and people that we work with.” ","16f89d465513","70adfcf9f777","Board Co-Chairs Stephanie Ndlovu and Ben Plumley said, “Georgia’s leadership over the past 25 years has been utterly transformational. Through her vision, innumerable lives of young people have been transformed, particularly in sub-Saharan Africa. Georgia has set new standards in how to leverage traditional and new media to enable young people to take control of their lives.” ","cea6c7770c09","4d68f3dc0ed1","They added, “the Board of Directors are profoundly grateful to Georgia for everything she has done, and we look forward to working with her to identify and transition in her successor.” ","ab41ef845d2b","50ab0341af58","The Board of Directors has appointed ","fce47c9c493d","Mission Talent","934cc20da29c"," to lead the search for a new Executive Director, and the job will be advertised from mid-January 2023. The recruitment of the Executive Director will continue the organization’s transformation into a Global South-led organization, rooted in the lived experience of the communities which we serve, in order to better serve them. ","https:\u002F\u002Fwww.missiontalent.com\u002F","0ca8fefffd5d","42cc8910a84b","In the meantime, the Foundation will continue to produce and air exciting new content with MTV Shuga Down South (South Africa) series 3, MTV Shuga Naija (Nigeria) series 5, and MTV Nishedh (India) series 2 premiering between 2022-2023.","2022-03-23T10:32:03Z","image-5a0b392addf20a12c57efd6445b5748a5375fbfc-1920x1080-png","mtv-shuga-premieres-on-netflix-africa","MTV Shuga",".","at","and ","MTV SHUGA PREMIERES ON NETFLIX AFRICA!","image-958de3ab6439b9f1a453f099c39e2e6106236bbf-400x400-jpg","mtv-shuga-what-makes-a-man-docu-series-premieres-on-mtv-base","MTV Staying","Ayanda Makayi","MTV SHUGA: WHAT MAKES A MAN DOCU-SERIES PREMIERES ON MTV BASE","2022-01-28T11:35:07Z","image-4acc106fad76893d2a335742209aaeaf8ae262f1-500x625-jpg","stephanie-ndlovu-becomes-co-chair-of-mtv-staying-alive-foundation","Stephanie Ndlovu becomes co-Chair of MTV Staying Alive Foundation","image-9c05c304128187648e464cf79627a135586d5a01-4253x1419-png","tackling-gender-issues-through-popular-mtv-shuga-drama","Tackling Gender Issues Through Popular MTV Shuga Drama","image-0e9c2ed13cd235512cd9136c6ab53d75278a1924-850x567-jpg","the-sex-edu-tainment-model-does-it-work-and-is-it-needed","\"The sex edu-tainment model: Does it work and is it needed?\"  Blog by Georgia Arnold, Executive Director of MTV Staying Alive Foundation","2022-02-22T16:05:48Z","b5afbf0f-c104-4a12-a8ca-4c32e79fac72","Homepage Impact","Hub","301d18db-bf4e-4b6e-81ef-c311187a71f9","d515c2dfed45","whatWeDo","item","image-65baf4cd452e882038380ddf6f1f6ff6c4382c4c-1116x1672-jpg","Peer Education","image-a3598cd0ac28eb290921873ee0324f5e19d5a54b-871x828-png","Content Creation",null,"News","category","42385823-3ef1-4b7f-ba25-732441492eff","New Category","596438eb-6768-4353-afc2-c569e08b9d45","Expanding messaging beyond HIV and reproductive health to include COVID 19, gender equity, Tuberculosis, substance abuse and mental health.","image-1834686dba939d80309c8692efbb0f88f24ff96a-8064x6048-jpg","mtv-staying-alive-foundation-scales-up-their-work-across-africa-and-india-with-the-launch-of","image-20b6c0f32f11aa591b973efe9acafe65a1a1a957-923x464-png","image-90920d9104a18031f1469935b824542ef16f0bfa-453x452-png","image-a7ab40c565dfe04b0f5764c198437e650f682863-878x439-png","MTV STAYING ALIVE FOUNDATION SCALES UP THEIR WORK ACROSS AFRICA AND INDIA, WITH THE LAUNCH OF THREE NEW CAMPAIGNS ","72e81cd9-5e04-4066-aacb-b6c063a17471","image-df0af4dd2c972f2dd13427dec1915c7f79fa61a9-2880x1620-png","down-south-2-reviewed-and-evaluated","14cc878bcaea","MTV Shuga Down South 2: read about the LSHTM evaluation of our series in South Africa","a82127fe-2a70-43bb-be3c-782c5cc5cbda","image-db7798ca80d9fd1ce8014cef8d4753d9a562298a-1800x825-jpg","new-research-finds-young-people-s-positive-changes-in-behaviour-are-significantly-linked-to","Research finds young people’s positive changes in behaviour are significantly linked to watching sex edutainment content by MTV Staying Alive Foundation","e7a3823a-620c-426c-a5b0-06e6d39d3bd6","Fundraising","2cabc8c5-31e8-46a2-bc98-0fc4b531f4d2","Challenge","Footer","pageNews","2021-07-14T14:03:54Z","Global Meta","2021-07-16T12:42:10Z","Social Media","pageChallengeEvents","pageContact","pageFinancials","pageFundraisingEvents","pageHitSnooze"));</script><script src="/_nuxt/4fe35c2.js" defer></script><script src="/_nuxt/3fef303.js" defer></script><script src="/_nuxt/daa5ce7.js" defer></script><script src="/_nuxt/e071847.js" defer></script><script src="/_nuxt/f85862c.js" defer></script><script src="/_nuxt/e82e499.js" defer></script><script src="/_nuxt/ec596fe.js" defer></script><script src="/_nuxt/efdfd04.js" defer></script><script src="/_nuxt/6b53d41.js" defer></script>
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