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We’re proud of the incredible work done by the young people we’ve been able to support over the last 10 years. But HIV is still spreading. AIDS is still the leading cause of death among young people in Africa and the second leading cause worldwide. In fact, adolescents are the only demographic in which the HIV infection rate and AIDS death rate is increasing globally. The MTV Staying Alive Foundation is on a mission: to increase knowledge, change attitudes and get young people tested for HIV in order to change this.
More needs to be done to increase awareness of the virus, with broadened and innovative testing programmes, targeting the young people at the greatest risk. Our flagship transmedia campaign MTV Shuga is doing exactly that. Fusing sexual health messaging with stories that young people can relate to, MTV Shuga challenges misconceptions about HIV and inspires young people to talk openly and honestly about their sexual health. In 2015, MTV Shuga 4 premiered alongside ‘On Tour With MTV Shuga’ in Nigeria, a 360
degree HIV sensitisation campaign on the ground that combines the TV series with peer education, music festivals and HIV testing. Thanks to ‘On Tour With MTV Shuga’, more than 47,000 young Nigerians were tested for HIV.
It is through initiatives such as this, where we are taking testing out of the traditional, medical environments of hospitals and clinics that we are seeing youth take a proactive and positive approach to testing. Youth-friendly testing services are absolutely
IN 2015, WE CELEBRATED 10 YEARS OF MTV STAYING ALIVE GRANT-GIVING. SINCE WE LAUNCHED THE MTV STAYING ALIVE FOUNDATION IN 2005 WE’VE GIVEN OUT 588 GRANTS TO YOUTH-LED, HIV AWARENESS INITIATIVES IN 68 DIFFERENT COUNTRIES, TOTALLING $5.9 MILLION. OVER THE PAST DECADE, MTV STAYING ALIVE- FUNDED PROJECTS HAVE EDUCATED OVER 2.9 MILLION YOUNG PEOPLE ABOUT HIV, DISTRIBUTED OVER 7 MILLION CONDOMS AND TESTED ALMOST 270,000 PEOPLE FOR HIV.
key, and some of the MTV Staying Alive Foundation’s youth-led initiatives have realised this too. We are seeing, for instance, ‘moonlight’ HIV testing at LGBT hotspots in Kenya, HIV screening integrated with Zumba dance classes in Rwanda, and rapid HIV testing at street fairs in Mexico, leading to nearly 70,000 young people knowing their status in 2015.
We continue to support the young leaders who have the power to effect change in their communities and among their peers. And we continue to see our trust and investment in those young leaders turn into significant, tangible results.
Georgia Arnold Executive Director
HOW WE EDUCATE, INSPIRE + EMPOWER
We support grass-roots, youth-led initiatives around the world that provide education about HIV and sexual and reproductive health in their local communities. We give organisations a grant for up to four years, along with a comprehensive capacity-building package, giving our young leaders the skills and knowledge they need to implement their
projects successfully and sustainably. In addition, we offer social enterprise investments to a small number of organisations at the end of their four-year grant cycle, to facilitate the sustainability of their organisations
MTV Staying Alive leads the way in global transmedia campaigns on HIV and sexual
and reproductive health. We produce ground-breaking, original media content that delivers vital HIV and sexual and reproductive health messaging to a global audience. All our content is distributed rights-cleared and cost-free, enabling us to reach the widest audience possible.
A world where no young person contracts HIV or dies from AIDS.
HOW WE WORK
To build an empowered and educated generation of young people, equipped with the tools and knowledge to protect themselves and their peers from the HIV epidemic.
OUR 2015 HIGHLIGHTS
2015 MTV SHUGA WAS VOTED
BEST TV SHOW IN AFRICA AT THE AFRICA MAGIC VIEWERS
47,642 YOUNG NIGERIANS GOT TESTED FOR HIV
AS PART OF ‘ON TOUR WITH MTV SHUGA’
WE LAUNCHED MTV SHUGA 4 WORLD AIDS DAY
4M+ YOUNG PEOPLE WATCHED OUR
SAFE-SEX EMOJI SPOT ONLINE. IT HAS ALSO BEEN MTV’S MOST-WATCHED
ITEM ON SNAPCHAT TO DATE.
72 COUNTRIES IN WHICH
MTV SHUGA IS AIRED INC. 96% OF SUB-SAHARAN AFRICAN COUNTRIES
720M PEOPLE POTENTIALLY
HAVE AIRED MTV SHUGA
244K YOUNG PEOPLE EDUCATED ABOUT HIV THROUGH OUR
300 EMPLOYEES FROM 18 COUNTRIES
‘HIT SNOOZE’ ON WORLD AIDS DAY AND STAYED IN BED FOR 2 EXTRA HOURS
TO RAISE MONEY FOR MTV STAYING ALIVE.
READ MORE ON PAGE 22
20K YOUNG PEOPLE WERE
TESTED FOR HIV THROUGH OUR YOUTH-LED PROJECTS
ON THE GROUND
READ MORE ON PAGE 30
17 YOUTH-LED ORGANISATIONS
RECEIVED TRAINING TO HELP THEM BUILD THEIR CAPACITIES AND ENSURE
THEY CREATE MAXIMUM IMPACT IN THEIR COMMUNITIES
READ MORE ON PAGE 20
EMOJI WE RELEASED A CUSTOM
CONDOM EMOJI ‘SAFE-SEXT’ KEYBOARD, FREELY AVAILABLE ON APPLE AND ANDROID.
READ MORE ON PAGE 8
SINCE WE LAUNCHED IN 2005 IN 2015
68 COUNTRIES REACHED
$5.9M AWARDED IN TOTAL
$603K AWARDED IN TOTAL
588 GRANTS GIVEN
12 NEW GRANTS GIVEN
2.9M PEOPLE DIRECTLY
244K PEOPLE DIRECTLY
17K PEER EDUCATORS
2,057 PEER EDUCATORS
220K PEOPLE HIV
20K PEOPLE TESTED
8M CONDOMS DISTRIBUTED
700K CONDOMS DISTRIBUTED
50 ACTIVE GRANTS
AS OF DECEMBER 2015
PROJECTS WE CURRENTLY FUND
AFRICA, ASIA, EUROPE + OCEANIA
NORTH AMERICA + SOUTH AMERICA
DEMOCRATIC REPUBLIC OF CONGO 3
DOMINICAN REPUBLIC 1
SOUTH SUDAN 1
ZIMBABWE 1(AS OF DECEMBER 2015)
MOVE AHEAD WOMEN
THE PLACE: KERALA STATE, INDIA
In the southern Indian state of Kerala, girls are disproportionally at risk of HIV. Not only are women often discriminated against, sex also remains very much a taboo topic. For many young women living in remote parts of the region, sexual health services are difficult to access not just because they can be far away and expensive, but also because they are often not available to unaccompanied or unmarried women. As a result, many people continue to rely on indigenous treatments and medicines.
In December 2012, with the support of the MTV Staying Alive Foundation, a group of girls called Move Ahead Women launched an HIV awareness campaign in 8 different districts in Kerala State. Making use of various traditional art forms, including folk music, dance and drama, Move Ahead Women visits rural girls’ schools and colleges and gives performances that include safe sex messages. Their interactive, entertaining approach helps to take away the taboo around sexual health.
Over the past three years, Move Ahead Women have trained a group of 200 peer educators – both students and teachers – about sexual health, rights, dance and drama. Together, they have visited 167 schools, educating 37,762 girls about HIV and self-confidence. Their project has not gone unnoticed and the group has received several requests from local and national authorities to conduct similar sessions at other venues.
37,762 GIRLS REACHED
167 SCHOOLS VISITED
200 HIV PEER EDUCATORS
THE PLACE: MUHANGA, RWANDA
Muhanga is a busy commercial town at the crossroads of 3 neighbouring towns. Commercial sex work and drug abuse is rife. A large number of female and male waiters who work in one of the town’s many bars engage in cross-generational relationships or sex work as an extra source of income. They are at high risk of contracting HIV, especially when under the influence of drugs or alcohol.