Shuga: HIV Prevention through MTV Drama

Summary

C-Change is providing technical assistance to MTV Networks International and MTV’s Staying Alive Foundation on a mass media campaign in Kenya. The campaign reaches out to young people with awareness and prevention information on HIV/AIDS. The HIV Prevention effort includes the MTV premiere of "Shuga," a three-part, fast-moving drama that focuses on the lives of several young adults and university students as they confront the realities of love, jobs, and their families. Filmed in Nairobi, the series addresses sexual networks, multiple concurrent partnerships, substance abuse, and living with HIV, in the context of cultural norms. "Shuga" has an online component which features interviews with cast members who discuss issues addressed in the drama; a Q&A section with additional information on what youth should know; and blogs where youth can discuss issues and comment on a question of the week. In addition, the project includes radio programming that mirrors the TV drama; training for local broadcasters to strengthen capacity to produce local programming; and a training of trainers and educational toolkit for youth organizations carrying out peer education in communities vulnerable to HIV.

Associated FilesSize
134.88 KB
Video
<div class="video-embed-description"> Shuga Trailer </div>
Shuga Trailer

Research & Testing

The attached report details the research conducted for Shuga (in Kenya and Zambia) and Tribes (in Trinidad and Tobago) and how the shows led to behaviour change in young people. The research is first multi-country study to be commissioned by a broadcaster. It found the Ignite campaign to have increased viewers intentions to test for HIV in Kenya, Zambia and Trinidad and resulted in a commitment from Ignite partners to develop Shuga II.

Associated FilesSize
16.52 MB

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