MTV Shuga fuses hard-hitting storylines with sexual health messages to influence viewers’ attitudes and behaviour. The “edutainment” campaign also features: a radio drama that expands on MTV Shuga storylines; print, digital and social media activity; and peer education programmes that challenge stigma and obstacles to young people’s sexual health.The campaign—centered on HIV prevention and testing, preventive drugs known as pre-exposure prophylaxis (PrEP), HIV self-testing, and HIV treatment— aims to show young people how to protect themselves from the virus, and to seek out treatment.
