Africa: MTV Shuga Launches New Campaigns on HIV Prevention, Self Diagnosis in South Africa, Cote d Ivoire

. The program, which aims to help millions of young viewers in francophone and anglophone Africa to protect themselves from HIV, targets hard-to-reach populations, especially those aged 15 to 24.

unveiled at the 22nd International Conference on AIDS, will expand on Southern Africa and West Africa Francophone and deliver three new television series of MTV Shuga, as well as that a multimedia campaign that promotes badual health.

Unitaid director, Lelio Marmora, "Millions of people in Africa are watching MTV Shuga.Our partnership with MTV Staying Alive gives us a tremendous opportunity to reach young people who do not have reliable health information and empowering them to take charge of their health, including testing themselves for HIV. "

Alex Okosi, Executive Vice President and General Manager of Viacom International Media Networks Africa and BET International said, "MTV Shuga is a powerful campaign that educates and empowers our young people through a variety of issues that matter to them."

"At VIMN Africa, we are proud to be part of MTV's development journey Shuga since its inception, and continue to support the campaign through our network as we extend the series to new markets. "

New MTV Shuga Campaigns to be Deployed in South Africa and in Cote d'Ivoire between 2018 and 2020, just as the preliminary work for both countries begins this year.

South Africa's season is expected to deliver another slice of "MTV Shuga: Down South" due MTV Shuga merges striking scenarios with badual health messages to influence spectator attitudes and behavior.

The "Ludo-Educational" campaign also includes: a radio soap opera that extends to the MTV Shuga scenarios; print, digital and social media activities; In terms of development, MTV Executive Director of the MTV Staying Alive Foundation and executive producer of MTV Shuga, Georgia Arnold, said: "The need to focus on youth badual health is more important today than never before.

"With the advent of developments like HIVST and PrEP, we have a unique opportunity to bring real change to young people's lives. Pursuing a multiplatform approach for MTV Shuga helps us reach out to young people in all aspects of their lives and to encourage ongoing dialogue in the global fight against HIV. "

Professor Peter, Director of London Piot School of Hygiene and Tropical Medicine also noted:" We are delighted to work with the MTV Staying Alive Foundation by conducting studies in Africa from South and Ivory Coast to evaluate the impact of MTV Shuga on the increasing demand and adoption of PrEP.With its wide reach and popular appeal through the Africa, MTV Shuga has the potential to stimulate awareness and demand for prevention and treatment services, especially for young women and men among whom the risk of HIV remains high. Preventive medications known as pre-exposure prophylaxis (PrEP), HIV self-tests and HIV treatment are aimed at showing young people how to protect themselves from the virus and seek treatment.

That AIDS remains the leading cause of death among 10-24 years in Africa, which reinforces the arguments for innovations and investments that give high priority to this age group.

Through the MTV campaign Shuga, Unitaid and MTV SAF highlight the real concerns of young people.

MTV Shuga is produced by MTV SAF and supported by Unitaid, a Geneva-based organization that funds promising innovations, such as HIV self-diagnosis, that have the potential to: MTV Shuga's success in influencing Attitudes and behavior of viewers will be evaluated by the London School of Hygiene and Tropical Medicine

MTV Shuga will continue to broadcast on MTV Base. (DStv channel 322) and distributed on all Viacom platforms, including FTA partners.