georgia arnold - mtv staying alive foundation - engaging more consumers to give' #bdgive
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Georgia Arnold / MTV Staying Alive Foundation Senior Vice President | Social Responsibility | Viacom International @georgiaarnold www.mtv.co.uk Slides from talk at Blue Dot 'Engaging more Consumers to Give' event #BDGive www.bluedotworld.com @bluedothome Accompanying videos: http://bldw.co/BDGiveVideosTRANSCRIPT
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