Sex, desire and daily life: A TV show that takes young people seriously / Medicus Mundi Switzerland

Storytelling is a powerful tool for changing harmful behaviour. Currently, over 30% of all new HIV infections globally are estimated to be among young people aged from 15 to 25.

In this episode, Carine talks to Georgia Arnold, Executive Director of the MTV Staying Alive Foundation. Georgia produces the multi-award winning MTV Africa Shuga campaign, which combines sexual and reproductive health messaging with fictional stories that young people can relate to. Through its storylines and characters, the campaign delivers sexual and reproductive health information and is subtly shifting the beliefs and feelings that drive behaviour.

Georgia Arnold is the Senior Vice President of Social Responsibility at Viacom International Media Networks and the Executive Director of the MTV Staying Alive Foundation. MTV SAF is a global charitable body that provides grants to grassroots, youth-led organisations to set up HIV and AIDS awareness campaigns in their communities. MTV SAF also produces the multi-award winning MTV Shuga series – a 360-degree mass-media HIV prevention edutainment campaign.

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Season 1

Sex, desire and daily life: A TV show that takes young people seriously

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