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THE SIZZLING DRAMA SERIES THAT HAS NAIROBI YOUTH HOOKED…

GEORGIA ARNOLD - @GEORGIAARNOLD

SHUGA

THE CHALLENGE

VITAL MESSAGING AROUND HIV AND AIDS NEEDED TO BE COMMUNICATED THROUGH A TELEVISION SERIES AIMED AT KENYAN YOUTH.

WE TASKED OURSELVES WITH REDEFINING THE VERY IDEA OF ‘EDUCATIONAL PROGRAMMING’.

WE RESPONDED WITH SHUGA

SHUGA FOLLOWS THE LIVES, LOVES AND AMBITIONS OF A GROUP OF YOUNG PEOPLE WHOSE BRIGHT LIVES AND FABULOUS FUTURES ARE BALANCED ON A KNIFE EDGE.

SERIES 1 PREMIERED ON WORLD AIDS DAY 2009

X3 30 MINUTE EPISODES

“FROM WATCHING SHUGA I MADE THE DECISION TO GO GET TESTED” – KEVIN, NAIROBI

“SHUGA HAS REALLY MADE ME THINK ABOUT MY BEHAVIOR – ESPECIALLY THE USE OF CONDOMS IN A RELATIONSHIP…” – JULIANNE, NAIROBI

IMPRESSIVE RESULTS

- A HUGELY IMPRESSIVE 60% OF NAIROBI YOUTH AGED 15-24 WATCHED IT AND REMEMBERED IT

- OVER 90% OF THOSE WHO SAW SHUGA BELIEVED IT CHANGED THEIR THINKING ABOUT MULTIPLE CONCURRENT PARTNERS, HIV TESTING AND STIGMA ASSOCIATED WITH HIV

*EVALUATION CONDUCTED BY JOHNS HOPKINS UNIVERSITY

SHUGA SERIES 2

THE NEXT CHALLENGE: TO CONVERT INTENTION INTO ACTION.

SHUGA: LOVE, SEX, MONEY- KEY COMPONENTS

TV: X 6 EPISODES + X 1 WRAP SHOWSHUGA MUSIC VIDEO AND ‘MAKING OF’ SHOWRADIO: 12 X EPISODES, 2 X MAGAZINE SHOWS, WORKSHOPSEXTENSIVE DIGITAL OFFERINGRISING STARS MENTORSHIP PROGRAMREGIONAL PREMIERESDISCUSSION GUIDECAST ACTIVATIONLEGAL ACTIVATIONDISTRIBUTION – ON AND OFF AIR

SHUGA.TV

WEBSITE HAD A TOTAL OF 126,416 UNIQUE VISITS AND 400,000 PAGE VIEWS OVER 6 WEEK BROADCAST.

#THATSHUGAMOMENT TRENDED AT NUMBER TWO GLOBALLY

#THATSHUGAMOMENT AND #SHUGALSM TRENDED REPEATEDLY ON TWITTER IN KENYA, SOUTH AFRICA AND NIGERIA, AND LONDON

SERIES 2 TESTIMONIAL

“SHUGA REALLY HIT ME WHEN LEO AND HIS GIRLFRIEND STARTED CHEATING ON EACH OTHER. I USED TO SAY I’D NEVER GO GET TESTED BUT AFTER WATCHING SHUGA I WAS REALLY TOUCHED AND AS A RESULT I VISITED VCT”MERITAH MILETTO, KENYA

MOVING FORWARD

BUILDING ON THE SUCCESS & IMPACT OF SHUGA TO DATE, WE WANT TO…

SCALE UP SHUGA:-LONG-TERM VISION TO DEVELOP MULTI-YEAR DRAMA AND RADIO SERIES-ADD COUNTRY LOCATIONS-BROADEN MESSAGE BASE-DELIVERY OF SERVICES ON THE GROUND