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Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive
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Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive

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Georgia Arnold / MTV Staying Alive Foundation …

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

Published in: Health & Medicine, Education
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  • 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…
  • Transcript

    • 1. SHUGATHE SIZZLING DRAMA SERIES THAT HAS NAIROBI YOUTH HOOKED…GEORGIA ARNOLD - @GEORGIAARNOLD
    • 2. THE CHALLENGEVITAL MESSAGING AROUND HIVAND AIDS NEEDED TO BECOMMUNICATED THROUGH ATELEVISION SERIES AIMED ATKENYAN YOUTH.WE TASKED OURSELVES WITHREDEFINING THE VERY IDEA OF‘EDUCATIONAL PROGRAMMING’.
    • 3. WE RESPONDED WITHSHUGASHUGA FOLLOWS THE LIVES,LOVES AND AMBITIONS OF AGROUP OF YOUNG PEOPLEWHOSE BRIGHT LIVES ANDFABULOUS FUTURES AREBALANCED ON A KNIFE EDGE.
    • 4. SERIES 1 PREMIERED ONWORLD AIDS DAY 2009X3 30 MINUTE EPISODES“FROM WATCHING SHUGA I MADE THEDECISION TO GO GET TESTED”– KEVIN, NAIROBI“SHUGA HAS REALLY MADE ME THINKABOUT MY BEHAVIOR – ESPECIALLY THEUSE OF CONDOMS IN A RELATIONSHIP…”– JULIANNE, NAIROBI
    • 5. IMPRESSIVE RESULTS- A HUGELY IMPRESSIVE 60% OF NAIROBIYOUTH AGED 15-24 WATCHED IT ANDREMEMBERED IT- OVER 90% OF THOSE WHO SAW SHUGABELIEVED IT CHANGED THEIR THINKINGABOUT MULTIPLE CONCURRENTPARTNERS, HIV TESTING AND STIGMAASSOCIATED WITH HIV*EVALUATION CONDUCTED BY JOHNS HOPKINS UNIVERSITY
    • 6. SHUGA SERIES 2THE NEXT CHALLENGE:TO CONVERT INTENTIONINTO ACTION.
    • 7. SHUGA: LOVE, SEX, MONEY- KEY COMPONENTSTV: X 6 EPISODES + X 1 WRAP SHOWSHUGA MUSIC VIDEO AND ‘MAKING OF’SHOWRADIO: 12 X EPISODES, 2 X MAGAZINESHOWS, WORKSHOPSEXTENSIVE DIGITAL OFFERINGRISING STARS MENTORSHIP PROGRAMREGIONAL PREMIERESDISCUSSION GUIDECAST ACTIVATIONLEGAL ACTIVATIONDISTRIBUTION – ON AND OFF AIR
    • 8. SHUGA.TVWEBSITE HAD A TOTAL OF 126,416UNIQUE VISITS AND 400,000 PAGE VIEWSOVER 6 WEEK BROADCAST.#THATSHUGAMOMENT TRENDED ATNUMBER TWO GLOBALLY#THATSHUGAMOMENT AND #SHUGALSMTRENDED REPEATEDLY ON TWITTER INKENYA, SOUTH AFRICA AND NIGERIA,AND LONDON
    • 9. SERIES 2 TESTIMONIAL“SHUGA REALLY HIT ME WHEN LEO ANDHIS GIRLFRIEND STARTED CHEATING ONEACH OTHER. I USED TO SAY I’D NEVERGO GET TESTED BUT AFTER WATCHINGSHUGA I WAS REALLY TOUCHED AND ASA RESULT I VISITED VCT”MERITAH MILETTO, KENYA
    • 10. OVING FORWARDUILDING ON THE SUCCESS & IMPACTOF SHUGA TO DATE, WE WANT TO…CALE UP SHUGA:ONG-TERM VISION TO DEVELOPMULTI-YEAR DRAMA AND RADIOSERIESDD COUNTRY LOCATIONSROADEN MESSAGE BASE

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