Viacom’s AIDS Walk Team joined approximately 30,000 committed participants for the 28th annual AIDS Walk in New York City’s Central Park this past May. Braving the rain showers – walkers completed the 10-kilometer walk to benefit the leading AIDS organization, GMHC and more than 40 other dynamic AIDS service organizations throughout the tri-state area. Recently wrapping up an extended fundraising push the team raised over $19,000. Read More
Staying Alive Foundation
On Feb. 14, MTV’s Staying Alive Foundation returned with Shuga: Love, Sex & Money, the second season of the highly anticipated Kenyan TV drama series with compelling HIV prevention and education messages. With all-new twisting plots and characters, the cutting-edge series will go deeper into the lives, loves and ambitions of a group of college students whose bright lives and fabulous futures are balanced on a knife’s edge due to their love of living dangerously.
Shuga – originally launched in 2009 in Kenya and Zambia and made available rights-free to 85 third-party broadcasters in 100 countries – has earned a massive reception, reaching youth in 96 percent of the Top 50 HIV/AIDS impacted countries. According to a John Hopkins Research conducted shortly after the launch, 80 percent of those who saw Shuga believed it changed their thinking about multiple concurrent partners, HIV testing and stigma associated with HIV.
We checked in with Georgia Arnold, senior vice president of VIMN Social Responsibility and executive director of the Staying Alive Foundation, to talk about the origins of Shuga and where the show is headed.
Adrianne Andang: Could you tell us about the show?
Georgia Arnold: Shuga: Love, Sex & Money is the second series, and an “African Gossip Girl,” but with sexual health messaging weaved into the storyline. It’s very much for the MTV audience – very urban, very sexy. There’s a great soundtrack that goes with it. The title track was actually written and performed by Nigerian artists Banky W and Wizkid, South African rapper L-Tido and Bonie – such a brilliant African band collaboration. Shuga is airing not only in Africa, but because of the way Staying Alive works, everything is rights-cleared. So, it will air across Kenya with all of the five major terrestrial broadcasters airing it.