MTV Shuga will run a drama series and multimedia campaigns that follow the lives of young people on the African continent.
The campaigns are aimed at teaching people about Covid-19, gender equity, tuberculosis, substance abuse, as well as mental health.
They also hope to fight the stigma around HIV and reproductive health.
With its mission to drive social change among youth, the MTV Staying Alive Foundation harnesses the power of entertainment to change the attitudes and behaviour of young people around the world.
ALSO READ | WATCH: Emotional memorial for Pearl ShongweOpens in new window
The campaigns are seeking to further broaden the reach and impact of its taboo-breaking edutainment campaigns.
In doing so, the brand has announced three new campaigns - MTV Shuga Down South (South Africa), MTV Shuga Naija (Nigeria) and MTV Nishedh (India).
According to their statement, this is the first time the foundation has launched three consecutive campaigns in three geographic regions in an 18-month period.
It is also the first time that they will be expanding their messaging beyond HIV and reproductive health.
The foundation's country director, Yvonne Diogo, the foundation's country director, Country Director at the Staying Alive Foundation told Daily Sun that she was excited about the campaigns as they will educate the masses.
"I'm elated because of what the campaigns offer young people. Credible information, resources and tools are featured in MTV Shuga campaigns, which provide much-needed support in adolescence and young adulthood," she said.
Yvonne said this will be beyond the mass media TV, radio and comic books, of MTV Shuga as the outreach programming will also be delivered through peer education.
"This is a personal development programme that allows young people to define their personal brand, and aspirations and map out a behaviour journey for themselves to achieve their dreams. This is done through peer education clubs in high schools, institutions of higher learning and other safe spaces," she said.
Yvonne said this will give young people a sense of belonging and a chance to get support from their peers.
, . They'll learn tools to It's all about young people rallying around each r to take positive steps toprotect themselves from early and unintended pregnancy, sexually transmitted illnesses, HIV and the like.
"The impact of MTV Shuga has been evaluated. Three independent evaluations, namely the World Bank, London School of Hygiene and Tropical Medicine and BMJ Global Health, all confirm that MTV Shuga viewers are twice as likely to test for HIV in South Africa and Nigeria," she said.
You must be SIGNED IN to read comments
Yvonne said according to the UN, the world's youth population is predominantly found in Africa and Western Asia, hence the importance of MTV Shuga and MTV Nishedh in equipping young people with the means to make informed decisions about their health and well-being.
