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The award-winning MTV Shuga drama series will soon present HIV innovation scenarios, including HIV self-screening and preventative medications, following a three-year agreement signed between the government and the government. Unitaid Global Health Initiative, MTV Staying Alive Foundation and London School of Hygiene and Tropical Medicine
Unitaid works with global partners to end the epidemics of Tuberculosis, HIV-AIDS, Malaria and Malaria. Hepatitis C.
MTV Shuga began in Kenya in 2009 and spread to Nigeria and the South. Africa. It's an award-winning drama series that aims to harness the power of entertainment to change the attitudes and behavior of young people around the world. The campaign includes a radio drama, print, digital and social media publications, and peer education programs. It has been broadcast on more than 180 channels in 70 countries and has reached 720 million homes.
The program is designed to help millions of young viewers in francophone and anglophone Africa to protect themselves from HIV.
This agreement, unveiled at the 22nd International AIDS Conference currently taking place in Amsterdam, will cover Southern Africa and French-speaking West Africa and deliver three new TV series MTV Shuga as well as a multimedia campaign to promote badual health. 19659006] READ MORE: Stats SA says HIV prevalence is increasing
UNITAID executive director, Lelio Marmora, said: "Millions of people in Africa are watching MTV Shuga . Partnering with MTV Staying Alive provides us with a tremendous opportunity to reach young people who do not have reliable health information and allow them to take charge of their health, including testing themselves.
The new MTV Shuga campaigns will be deployed in South Africa and Côte d'Ivoire between 2018 and 2020. Preliminary work for both countries begins this year. South will deliver another installment of MTV Shuga: Down South to be aired in the first half of 2019, followed by two seasons in Ivory Coast.
Executive Vice President and MD Alex Okosi, of Viacom International Media Networks Africa and BET International, said: " MTV Shuga is a powerful campaign that educates and empowers youth on a range of issues that matter to them. At VIMN Africa, we are proud to have participated in the development of MTV Shuga since its inception, and to continue to support the campaign through our network as we extend the series into new markets. "
A recent study by the World Bank found that TV series viewers were twice as likely to be tested for HIV six months after watching the show, and a 58% reduction in chlamydia. was observed in women
Professor Peter Piot, Director of the School of Hygiene and Tropical Medicine, London, said: "We are delighted to work with the MTV Staying Alive Foundation by leading studies in South Africa and Ivory Coast Ivory to evaluate MTV Shuga impact on the increase in demand and adoption of HIV self-test PrEP With its wide reach and popular appeal across Africa, the MTV Shuga has the potential to stimulate awareness and demand for prevention and treatment services, especially for young women and men. men among whom the risk of HIV remains high 19659003] MTV Shuga will continue to broadcast on MTV Base (DStv channel 322) and distributed on Viacom platforms worldwide, including FTA partners.
– African News Agency
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