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MTV Shuga

What we do

As a 360 mass-media campaign, MTV Shuga is constantly engaging with young audiences and evolving in order to sustain the project’s resonance with key populations. Ultimately, the campaign aims to inform and educate young audiences in a non-didactic manner. Rather than preaching to young people, the programme seeks to stimulate positive behavioural and attitudinal changes by exposing audiences to the realities that many people encounter. Accordingly, the campaign consists of the following pillars:


In order to ensure that content (TV show, graphic novel and radio series) accurately reflects the experience of the intended audience, MTV Shuga holds focus groups to establish the issues that adolescents face. Conducting research into the opinions and experiences of the chosen demographic, the team is able to produce hard-hitting, real life content that resonates deeply with young audiences, and allows them to identify with at least one of the many storylines that develop throughout the show. In addition, draft scripts for upcoming campaigns are shared with the focus groups and discussed. The feedback from those focus group discussions is then used to refine the final versions of the scripts.

Peer Education

In all series of MTV Shuga, characters make decisions that affect their lives and others. Some of the characters are truly likeable, others act in a way that we may not understand or agree with. Each of the characters represents a story designed to enable viewers to try to understand and learn from.

This peer educators’ guide for MTV Shuga series 3, represents a new approach to HIV prevention and education. Read it, download it and share it with your circle of friends.

Download the guide here or read it below.

Emmanuel Ikubese surprises peer educators


Partnerships, Funding & Scaling Up

Working closely with local and international non-governmental organisations (NGOs), as well as government departments, MTV Shuga is able to deliver the right information and help to those who need it most. These partnerships enhance the efficacy of the work, as the program develops campaigns to address the specific needs of these demographics.

Establishing a broad partnership base, with a particular focus on those working in areas of need regarding population groups and localities, ensures program sustainability and a deepening outreach of messaging.

Importantly, the programme is fundamentally committed to investing in the communities in which they operate, whether through championing local talent or collaborating with local stakeholders,  the work is specifically tailored to its local environment and incorporates the concerns, opinions and views of all relevant persons.


At the very core of MTV Shuga is the production of quality entertainment, infused with strong social, sexual health and educational principles. Producing a TV show, radio series, graphic novels, digital content and peer education guides is an essential component of the work.

Digital & Social Media Engagement

The deep bond created with the audience is sustained through constant online engagement. By using various social media platforms, as well as a dedicated website, viewers are able to interact with the campaign and also with each other in order to discuss the key themes of the show, helping them feel personally invested in the campaign.

As of now, MTV Shuga has a social media reach of 118 million people.

Monitoring & Evaluation

MTV Shuga has been proven to impact the lives of young people in a positive way. By constantly monitoring projects and evaluating their efficacy, MTV Shuga is able to refine its approach so that each campaign is more successful than the last.