MTV Shuga

MTV Staying Alive Foundation


MTV Shuga is a ground-breaking 360-degree transmedia demand creation campaign aimed at improving the sexual and reproductive health of young people ages 15-24. Starting in Kenya for Series 1 and 2 in 2009 and 2012, respectively, the partnership then scaled out to Nigeria for Series 3 and 4 in 2013 and 2015, respectively.

The campaign includes an award-winning TV series, featuring renowned Kenyan actress, Lupita Nyong’o in series 1, and encompasses innovative radio, digital, social media, mobile elements and a youth-driven peer education model. Its focus areas include HIV testing, multiple concurrent partners, prevention of mother-to-child transmission, transactional sex, negotiating safe sex, choosing when to have sex, living with HIV, stigmatization of people living with HIV, HIV disclosure, supporting friends living with HIV, gender-based violence and family planning.

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