Tuesday, 7 June
Launch of MTV Shuga Series 5
18:00–20:00, by invitation only
MTV Shuga, produced by the MTV Staying Alive Foundation, is a 360-degree transmedia behaviour change campaign that tells a story across multiple platforms and formats, with unique pieces of content across each platform, including a TV drama series based in different parts of Africa. Series 1 and 2 were set in Kenya, series 3 and 4 moved to Nigeria. The event will present the results of the World Bank study on MTV Shuga which shows the positive impact that MTV Shuga has had to date in messaging and behaviour change for young people. In addition it will also announce a new MTV Shuga campaign in a new location. By migrating the award-winning MTV Shuga campaign, the MTV Staying Alive Foundation will be able to expand awareness of major issues affecting young people, including HIV, maternal health; domestic and gender-based violence; living with HIV; intergenerational sex; teen pregnancy; alcohol and drug abuse; and sexual identity. The campaign will focus on high school youth with a particular emphasis on the issues affecting young girls.
Focal point: Greg Smiley, smileyg@unaids.org