At MTV Staying Alive our mission is to build an empowered generation of young people, equipped with the tools and knowledge to protect themselves and their peers from HIV.
The two goals central to everything we do are:
- To support young people to develop impactful & sustainable projects that respond to the HIV epidemic in their communities.
- To educate young people worldwide on HIV and their sexual and reproductive health.
In line with the UNAIDS 2030 targets, our ultimate vision is a world where no young person contracts HIV or dies from AIDS.
On the ground, we support youth-led HIV prevention initiatives that provide their local communities with relevant information and services, ensuring people are educated and empowered to make healthy choices with regard to their sexual and reproductive health.
On air, we produce and distribute rights-free MTV Shuga, a multi-platform campaign that centres around an award winning TV show. The show interweaves HIV prevention and sexual and reproductive health messaging with the stories of the young characters, sparking discussion and channelling conversation on the issues raised. MTV Shuga is distributed across 179 channels internationally with a combined reach of 720 million.