MTV Networks Africa On Board for Sequel of HIV & AIDS Drama

NAIROBI: MTV Networks Africa has re-upped its partnership with the Staying Alive Foundation, the President’s Emergency Plan for AIDS Relief (PEPFAR) and the Partnership for an HIV-Free Generation (HFG) to produce a second season of the drama Shuga in Kenya. 

The project will be done in close collaboration with the Government of Kenya to ensure it fits in with the existing HIV prevention strategy. The second season of Shuga, subtitled Love, Sex, Money, will be expanded from three episodes to six. Principal photography will begin in August, with a premiere set for February 14, 2012. The cast, which will feature predominantly Kenyan actors, will be announced next month.

The series addresses issues of HIV testing, stigma, condom use, gender inequity and the role of multiple concurrent partners in driving the HIV epidemic. The show first aired in Kenya in November 2009 on MTV Base and a host of terrestrial stations. Shuga went out to 48 countries in sub-Saharan Africa and more than 70 channels worldwide.

“Shuga had a profound impact on the attitudes of Kenyan youth,” commented Lydia Murimi, the country director for HFG Kenya. “Research conducted by Johns Hopkins University/Centre for Communications Programs reported increased intentions for HIV testing, decreased intentions for multiple sex partners, improved attitudes towards people living with HIV and AIDS and increased usage of accessible health and social services among the youth. We hope to be able to replicate that with the sequel as well as introduce new elements that will emerge from our youth studies.”
 
Georgia Arnold, the senior VP and executive director of the Staying Alive Foundation, added, “Shuga showed the world that drama and public health messages can work together to effect genuine attitudinal change. Shuga: Love, Sex, Money will build on this foundation to generate real behavioral change in sexual health while also entertaining and engaging youth audiences.”

Alex Okosi, the senior VP and managing director for MTV Networks Africa, added: “We have been overwhelmed by the positive reception that Shuga has received in Africa and around the world. This has been an incredible award-wining campaign for us that has proven to be changing young people’s attitudes towards HIV and AIDS. We are excited about the opportunity to continue the series with the objective of reaching more and more people.”