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

1,764 views

Published on

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
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,764
On SlideShare
0
From Embeds
0
Number of Embeds
989
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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…
  • Georgia Arnold - MTV Staying Alive Foundation - Engaging More Consumers To Give' #BDGive

    1. 1. SHUGATHE SIZZLING DRAMA SERIES THAT HAS NAIROBI YOUTH HOOKED…GEORGIA ARNOLD - @GEORGIAARNOLD
    2. 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. 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. 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. 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. 6. SHUGA SERIES 2THE NEXT CHALLENGE:TO CONVERT INTENTIONINTO ACTION.
    7. 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. 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. 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. 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

    ×