November 2013 – September 2015
The MTV Shuga Nigeria Partnership included MTV Staying Alive Foundation, MTV Base, CDC, Bill & Melinda Gates Foundation, Elton John AIDS Foundation, and the Government of Nigeria. It was a ground-breaking 360-degree mass-media demand creation campaign that aimed to improve the sexual and reproductive health of young people in Nigeria and beyond. The campaign was driven by awarding-winning TV series and encompassed innovative radio, digital, social media, and mobile elements. The TV show was available rights-free at no cost to third-party broadcasters to ensure maximum reach. Shuga fused 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 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 of HIV, disclosure of HIV status, sexual assault within a relationship, stigma, mentoring, and the use of helplines.
Contract & Fund Management; Monitoring, Evaluation, and Reporting; and Communication & Knowledge Management
HIV/AIDS Youth Demand Creation for HIV/AIDS Testing & Counseling; Key Population Prevention; Gender-based Violence
Host Government Partner
National Agency for the Control of AIDS