MTV Shuga - Storytelling to impact young lives
An evaluation by the World Bank of the MTV programme "Shuga" that has raised awareness of safe sex and public health issues in sub-Saharan Africa
Georgia Arnold, Senior Vice President of Social Responsibility at Viacom and Executive Director of MTV Staying Alive Foundation will be presenting the ‘edutainment’ model as a vehicle to impact behaviour change, using the TV show as an example.
For over 20 years, Georgia has developed ground-breaking pro-social initiatives and campaigns for Viacom. She is also co-Founder and Executive Director of the MTV Staying Alive Foundation, which uses mass media to raise awareness of HIV and invests in youth-led HIV-prevention projects around the world. As Executive Director she oversees the award-winning mass-media behaviour change campaign, MTV Shuga, now in its fourth season, which has reached over 550 million people worldwide and discovered the Oscar-winner Lupita Nyong'o.
MTV Shuga is the gold-standard model for use of mass-media as a means to change the behaviour of young people. Taking the voices of young people and applying innovative media strategies that engage them on their level, MTV Shuga educates at-risk youth on sexual health and HIV awareness, and also ensures that this education is followed through via on-the-ground testing and direction to health services, with proven impact of demand-creation among our audience.
A new World Bank report concludes that MTV Shuga viewers are twice as likely to get tested for HIV, and saw a reduction of chlamydia infections by almost 60 percent among its female viewers.
Please contact Adrienne Burrough if you would like to present at one of our monthly meetings.
Meeting convenors: Professor Alison Grant, Professor Helen Weiss, Professor Janet Seeley
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