On World AIDS Day, the MTV Staying Alive Foundation (MTV SAF) presents "MTV Shuga Babi in Real Life."
Carole Cissé
(Emlys), Prestige KUÉ
(Grâce), Rémy Adan
(Matéo), and Abraham Jackson
(Ange Alex) went to meet young people who, like their characters, are experiencing unique situations in real life. Artists Serge Beynaud
and Suspect 95
also share their reasons for participating.
In this final episode, topics such as "Living with HIV," "Knowing your status," "Male/female relationships, the problem of violence," and "Building yourself up and moving forward after experiencing violence"
are addressed. With their faces uncovered and their hearts open, people who deal with these issues on a daily basis have agreed to share their poignant testimonies.
"MTV SHUGA BABI IN REAL LIFE" WILL BE BROADCAST ON DECEMBER 1, 2021, AT 7:45 P.M. ON RTI 2 AND ON DECEMBER 3, 2021, ON THE MTV SHUGA YOUTUBE CHANNEL IN FRENCH.
The campaign in a nutshell:
MTV Shuga is a successful television program (aimed at 15-24 year olds) that chronicles the lives of young people in Africa, produced by MTV SAF. The series tells striking stories, containing messages about sexual health with a view to positively influencing the attitudes and behaviors of viewers.
MTV Shuga Babi is the first version of the series adapted for French-speaking African audiences. Launched in Abidjan in May 2019, the two seasons were produced with financial and logistical support from Unitaid.
The campaign, which also includes a radio series, a comic book, digital content, and local events, has delivered on all its promises.
In two seasons, MTV Shuga Babi has achieved the following:
- Broadcast on the national channel RTI 2, as well as on the DTT channels NCI and LIFE TV. The series was also broadcast on the satellite channel EDAN TV and on the ORANGE TV platform.
- For season 1: 1.5 million impressions, over 30,000 likes on Instagram, around 36,000 likes on Facebook, and 1.6 million impressions on Twitter.
- For season 2: 2.6 million views across all platforms (Facebook, Twitter, YouTube, and Instagram).
- More than 1,000 young people have been reached to date by peer education in Côte d'Ivoire (activities are still ongoing).
As a reminder, the results of season 2 were achieved in the context of the COVID-19 pandemic. Indeed, the pandemic and associated closures had a significant impact on many of the project's activities. However, by organizing several online activities (such as peer education sessions and public hearings) and adjusting schedules, deadlines were met.
This documentary is a fitting conclusion to nearly three years of active campaigning in Côte d'Ivoire on issues that are essential to young people. Through its various awareness-raising content, its collaboration with the PLNS, with the Infosida hotline, and with the various organizations that have deployed change agents in the field, the MTV Staying Alive Foundation has demonstrated its commitment to the fight against HIV and violence, as well as its advocacy for tolerance."
Paola Audrey NDENGUE, Marketing and Partnerships Manager
What does the future hold for MTV Shuga Babi?
In 2022, activities such as peer education and digital initiatives will continue. The results of the evaluation conducted by the London School of Hygiene and Tropical Medicine (LSHTM) to measure the impact of the campaign in Côte d'Ivoire will also be presented. Based on these results, which were very positive in South Africa previously, decisions may be made. This could lead to a possible third season in Côte d'Ivoire or in French-speaking Africa in general.
Press release