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Shuga: Empowering Youth Through Drama - A Comprehensive HIV/AIDS Initiative

Shuga is a groundbreaking 3-part drama series set in Nairobi, Kenya, following the lives of six friends navigating relationships and the realities of HIV/AIDS. Launched in 2009 as part of the MTV Staying Alive campaign, Shuga aims to raise awareness about HIV transmission and prevention, promote testing and condom use, and challenge stigma. Through engaging storylines, peer educator training, and a multi-platform outreach approach, Shuga provides relatable content for young people, utilizing creativity to encourage important conversations around health and relationships.

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Shuga: Empowering Youth Through Drama - A Comprehensive HIV/AIDS Initiative

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Presentation Transcript

  1. From Development to Implementation Shuga

  2. Shuga 3-part drama series based in Nairobi, Kenya Relationships and lives of six friends, against a backdrop of HIV/AIDS

  3. About Shuga • MTV Staying Alive, the largest HIV/AIDS mass media campaign for young people partnered with HIV Free Generation and UNICEF in 2009 to launch Shuga • Shuga consisted of: • A drama series, • Online presence: blog, social networking, • Staying Alive in a Box - educational resource kit • Training of peer educators and broadcasters

  4. Shuga Aims and Objectives • Key objectives of Shuga: • Raise awareness of HIV transmission and prevention • Raise awareness of MCP as a mode of HIV transmission • Encourage testing and condom use as a method of prevention • Challenge stigma associated with HIV • Train peer educators on using Shuga as a tool for HIV education • Train broadcasters on how to create HIV related programming for a youth audience

  5. Shuga Development • Needed to be realistic • Resonate with young people • Storylines that were important, but relatable • Characters young people could identify • A new way of reaching young people • Leveraging skills of partners • A 360 degree programme: on-air, marketing, online

  6. Shuga Development • Production research: style, tone, youth lifestyle • Story development and feedback with HFG and UNICEF • Pretest of story and characters by JHU • Script development and feedback with HFG and UNICEF • Production shoot • Feedback of edit from HFG, UNICEF and young people through JHU • Marketing and PR of Shuga • Premiere and broadcast distribution of Shuga for World AIDS Day 2009

  7. Challenges • Timelines: Six month turnaround • Addressing the issues in three episodes • Funding • Linkages to services

  8. Lessons Learnt • Partnerships: Leverage your strengths • Realistic timelines • Innovate • Integration of all communication materials • 360 degree initiatives: online, radio, on the ground, on-air • Get young people involved • Use actors as activists and spokespeople • Link to services • Invest for optimum results: More than three episodes gets better results • Start with the end in mind: Know what you’re trying to achieve • Behaviour change takes time: Long term project

  9. Thank You

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