Georgia Arnold / MTV Staying Alive Foundation
Senior Vice President | Social Responsibility | Viacom International
@georgiaarnold
www.mtv.co.uk
Slides from talk at Blue Dot 'Engaging more Consumers to Give' event #BDGive
www.bluedotworld.com
@bluedothome
Accompanying videos:
http://bldw.co/BDGiveVideos
2. THE CHALLENGE
VITAL MESSAGING AROUND HIV
AND AIDS NEEDED TO BE
COMMUNICATED THROUGH A
TELEVISION SERIES AIMED AT
KENYAN YOUTH.
WE TASKED OURSELVES WITH
REDEFINING THE VERY IDEA OF
‘EDUCATIONAL PROGRAMMING’.
3. WE RESPONDED WITH
SHUGA
SHUGA FOLLOWS THE LIVES,
LOVES AND AMBITIONS OF A
GROUP OF YOUNG PEOPLE
WHOSE BRIGHT LIVES AND
FABULOUS FUTURES ARE
BALANCED ON A KNIFE EDGE.
4. SERIES 1 PREMIERED ON
WORLD AIDS DAY 2009
X3 30 MINUTE EPISODES
“FROM WATCHING SHUGA I MADE THE
DECISION TO GO GET TESTED”
– KEVIN, NAIROBI
“SHUGA HAS REALLY MADE ME THINK
ABOUT MY BEHAVIOR – ESPECIALLY THE
USE OF CONDOMS IN A RELATIONSHIP…”
– JULIANNE, NAIROBI
5. IMPRESSIVE RESULTS
- A HUGELY IMPRESSIVE 60% OF NAIROBI
YOUTH AGED 15-24 WATCHED IT AND
REMEMBERED IT
- OVER 90% OF THOSE WHO SAW SHUGA
BELIEVED IT CHANGED THEIR THINKING
ABOUT MULTIPLE CONCURRENT
PARTNERS, HIV TESTING AND STIGMA
ASSOCIATED WITH HIV
*EVALUATION CONDUCTED BY JOHNS HOPKINS UNIVERSITY
8. SHUGA: LOVE, SEX, MONEY
- KEY COMPONENTS
TV: X 6 EPISODES + X 1 WRAP SHOW
SHUGA MUSIC VIDEO AND ‘MAKING OF’
SHOW
RADIO: 12 X EPISODES, 2 X MAGAZINE
SHOWS, WORKSHOPS
EXTENSIVE DIGITAL OFFERING
RISING STARS MENTORSHIP PROGRAM
REGIONAL PREMIERES
DISCUSSION GUIDE
CAST ACTIVATION
LEGAL ACTIVATION
DISTRIBUTION – ON AND OFF AIR
9. SHUGA.TV
WEBSITE HAD A TOTAL OF 126,416
UNIQUE VISITS AND 400,000 PAGE VIEWS
OVER 6 WEEK BROADCAST.
#THATSHUGAMOMENT TRENDED AT
NUMBER TWO GLOBALLY
#THATSHUGAMOMENT AND #SHUGALSM
TRENDED REPEATEDLY ON TWITTER IN
KENYA, SOUTH AFRICA AND NIGERIA,
AND LONDON
10. SERIES 2 TESTIMONIAL
“SHUGA REALLY HIT ME WHEN LEO AND
HIS GIRLFRIEND STARTED CHEATING ON
EACH OTHER. I USED TO SAY I’D NEVER
GO GET TESTED BUT AFTER WATCHING
SHUGA I WAS REALLY TOUCHED AND AS
A RESULT I VISITED VCT”
MERITAH MILETTO, KENYA
11. OVING FORWARD
UILDING ON THE SUCCESS & IMPACT
OF SHUGA TO DATE, WE WANT TO…
CALE UP SHUGA:
ONG-TERM VISION TO DEVELOP
MULTI-YEAR DRAMA AND RADIO
SERIES
DD COUNTRY LOCATIONS
ROADEN MESSAGE BASE
Notes de l'éditeur
SAF. Revolutionary partnership btwn a global media youth brand & influential on-the-ground delivery partners. Incl MTV SAF, base, UNICEF, PEPFAR, GoK Partnership – unprecedented impact and awareness for HIV and sexual health related issues
In order to truly capture young people’s attention, the show had to be, above everything else, entertaining. The messaging cld then be seamlessly integrated and communicated in a way that the audience related to.
Set in Nairobi, Kenya. Fusing education, gripping storylines, it fast became the show that had all of Kenya’s youth talking.
Distribution – rights cleared. 90 broadcasters in 65 territories incl 96% of top 50 AIDS impacted countries Messaging: PWLHA, Testing, MCP, Condoms, Stigma, Alcohol, male circumcision. Key to Shuga’s success: characters (likeable, not perfect); aspirational; and relateable. And ensured that it worked off-screen, with toolkit, training up peer-educators, and taking it out to more rural areas to ensure all cld watch it.
Independent eval by JHU 60% watched it, over half of those more than twice. People talked about it – 70% - including to their friends, partners, teachers, parents & doctors Intentions to get tested increased; intentions to be in a MCP decreased, and increased +ve attitudes towards PLWHA
Multi-faceted approach. Season 2 amplified Shuga by using mass media and interpersonal communication to address the themes & messages of the series. Premiered 14 Feb 2012. Messaging included condom use, MCP, relationships, couple testing, rape & GBV, transactional sex, parent/child communication, and MSM. Included a rural storyline and introduced Nigerian family to the cast. Here’s the promo…
