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MTV Shuga Campaign

MTV Shuga is a public-private partnership with MTV Staying Alive Foundation, Viacom International Media Networks (VIMN), U.S. President’s Emergency Plan for AIDS Relief (PEPFAR), Bill and Melinda Gates Foundation, Government of Nigeria and Elton John AIDS Foundation and Cardno. As a ground-breaking 360-degree transmedia demand creation campaign, MTV Shuga aims to improve the sexual and reproductive health of young people ages 15-24. The campaign includes an award-winning TV series encompassing innovative radio, digital, social media, mobile elements and a youth-driven peer education model. Its focus areas include HIV testing, multiple concurrent partners, prevention of mother-to-child transmission, transactional sex, negotiating safe sex, choosing when to have sex, living with HIV, stigmatization of people living with HIV, HIV disclosure, supporting friends living with HIV, gender-based violence and family planning.”

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