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MTV Shuga - Entertainment Education for HIV Prevention

Kenya, Nigeria, South Africa, Cote dIvoire (40+ African countries), Sub-Saharan Africa

MTV Shuga is an award-winning edutainment drama series launched in 2009 by MTV Staying Alive Foundation to address HIV/AIDS among African youth. The show uses compelling storylines, trending music, and popular local actors to address HIV prevention, safe sex, teen pregnancy, gender-based violence, and stigma. Research shows viewers are 2x more likely to test for HIV. A dose-response relationship found greater exposure linked to higher odds of knowing HIV status. The series has aired in 40+ African countries and 70+ TV stations globally, with seasons set in Kenya, Nigeria (Shuga Naija), South Africa, and Cote dIvoire (Shuga Babi). Multiplatform approach includes TV, radio, graphic novels, peer education, and community viewing parties with HIV testing services.

Behavior Goal

Increase HIV testing, reduce stigma, promote safe sex behaviors, and dispel myths about HIV transmission among young Africans

Implementers & Partners

  • MTV Staying Alive Foundation
  • MTV Networks Africa
  • NACA Nigeria

Donors & Sponsors

  • PEPFAR
  • Elton John AIDS Foundation
  • World Bank
  • Unitaid
  • Global Innovation Fund
  • Paramount

Key Takeaways

  • 1Viewers 2x more likely to test for HIV (World Bank study)
  • 2Dose-response relationship: more episodes = higher behavior change
  • 3Reduced Chlamydia positivity among female viewers
  • 4Music and pop culture integration increases youth engagement
  • 5Multiplatform: TV + radio + graphic novels + peer education
  • 6Community viewing parties combined with HIV testing services

Sources