A multimedia campaign led by the MTV Staying Alive Foundation in conjunction with the Bill & Melinda Gates Foundation, PEPFAR, the Elton John AIDS Foundation, UNICEF and UNFPA has prompted more than 47 000 young people to seek HIV testing and counselling services in Nigeria.
An educational initiative, On Tour with MTV Shuga—created around the award-winning drama series MTV Shuga—trained 160 Nigerian peer educators to facilitate HIV testing and to spread information and positive messaging based on the show in their communities. Of the more than 47 000 young Nigerians who were tested for HIV, 688 were found to be HIV-positive and were referred for HIV treatment.
Since its launch in 2009, MTV Shuga—a modern day drama about love, sex and relationships among Nigerian youth—has reached up to 550 million people worldwide, while 40 million people have been reached via social media. A total of 122 broadcasters are currently lined up to air the new season IV of the show. Among the topics covered in the new season are first sex, grooming of adolescent girls, prevention of mother-to-child transmission of HIV, disclosure of HIV status, sexual assault within a relationship, stigma, mentoring and the use of helplines.
