Leveraging the upcoming series of Shuga (MTV Shuga Series 4, premieres June 2015) as a communications platform, the partners are creating On Tour with MTV Shuga – a multimedia campaign designed to inspire young Nigerians aged between 18-25 to “know their status”, and drive footfall into 50 HIV testing centres in five states.
The campaign is in response to 2012 statistics from NACA, which showed that only 17 percent of all women and men aged 15 to 49 years in Nigeria had received an HIV test in the past year, and know their results. And only a quarter of Nigerians aged 15–24 years had a comprehensive and accurate understanding of HIV/AIDS.
A special TV programme, entitled On Tour with MTV Shuga, will kick off the campaign on MTV Base (DStv Channel 322) in early 2015, with key members of the cast explaining how to get involved.
Young people who visit one of the Shuga testing centres for counselling or testing will be able to participate in a public ballot to attend one of several exclusive On Tour with MTV Shuga festivals in March 2015. Each event will include live performances from contemporary urban artists and DJs, meet and greets with Shuga cast members, and the opportunity for consumers to audition for a minor walk-on role in MTV Shuga Season 4.
Commented Georgia Arnold, Executive Director, MTV Staying Alive Foundation, “We are thrilled to partner with the Elton John AIDS Foundationin Nigeria for the first time to motivate young Nigerians to get tested for HIV and help lower the rate of new infections. By encouraging them to visit their local testing centre, and to complete a counselling session, and make a decision about whether or not to get tested; young people will be able to participate in a ballot which potentially entitles them take part in a unique On Tour with MTV Shuga event in March 2015.”
“Over two million teenagers around the world are living with HIV. We need to support them now to know their status and access treatment,” commented Anne Aslett, Executive Director of the Elton John AIDS Foundation, “and we need to make sure that all young people make HIV testing part of their lives. On Tour with TV Shuga is a fantastically smart way to engage young people in Nigeria – respectfully and appropriately – to do exactly this. We are delighted to be supporting the initiative”.
Details of how to participate in On Tour with MTV Shuga, including dates and venues for the events will be released in early 2015. For more information about On Tour with MTV Shuga, please go to shuga.tv, like Shuga on Facebook or follow us on Twitter and Instagram at @MTVShuga. To join the conversation about MTV Shuga on Tour, please use the hashtag #Shugatour.
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