Completed: MTV Shuga Nigeria PPP
Name: MTV Shuga Nigeria Public-Private Partnership
Duration: November 2013 – September 2015
Overview: The MTV Shuga Nigeria PPP is among MTV Staying Alive Foundation, MTV Base, CDC, Gates Foundation, Elton John AIDS Foundation and Government of Nigeria. It is ground-breaking 360-degree mass-media demand creation campaign that aims to improve the sexual and reproductive health of young people in Nigeria and beyond. The campaign is driven by awarding-winning TV series and encompasses innovative radio, digital, social media, and mobile elements. The TV show is available rights-free at no cost to third-party broadcasters to ensure maximum reach. Shuga fuses sexual-health messaging with gripping storylines, exploring the issues of sexual relationships between young people. The partnership supported the development of Shuga 3 and Shuga 4.
Fusing sexual and public health messaging with world class storytelling and appealing, believable characters, Series 4 picks up the story some months after the end of Shuga 3, exploring a number of themes and storylines that include first sex, grooming of adolescent girls, prevention of mother-to-child transmission (PMTCT) of HIV, disclosure of HIV status, sexual assault within a relationship, stigma, mentoring, and the use of helplines.
Cardno’s Role: Cardno provided Contracts & Funds Management; Monitoring, Evaluation and Reporting; and Communications & Knowledge Management services
Program Area: HIV/AIDS Youth Demand Creation for HIV/AIDS Testing & Counseling; Key Population Prevention (KPP); Gender-based Violence (GBV)
Host Government Partner: National Agency for the Control of AIDS