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Cathy Phiri, Shuga Project Leader Challenges, Lessons Learned and Keys to Success

Cathy Phiri, Shuga Project Leader Challenges, Lessons Learned and Keys to Success. HFG Dissemination Meeting. MTV Staying Alive. MTV: largest entertainment brand for young people Staying Alive, MTV led HIV mass media prevention campaign and foundation

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Cathy Phiri, Shuga Project Leader Challenges, Lessons Learned and Keys to Success

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  1. Cathy Phiri, Shuga Project Leader Challenges, Lessons Learned and Keys to Success HFG Dissemination Meeting

  2. MTV Staying Alive • MTV: largest entertainment brand for young people • Staying Alive, MTV led HIV mass media prevention campaign and foundation • Staying Alive partnership model: Leverage resources and don’t reinvent the wheel • MTV Staying Alive partnered with HFG to launch Shuga and Ignite campaign in Kenya in 2009

  3. Challenges and Lessons Learned Challenges • Funding: mass media is not cheap, but does reach a wide audience • Partnerships: critical for success, but know your strengths and limitations Lessons Learned • Interventions need to be part of a focussed effort, not a standalone project • Digital capabilities need to be further harnessed

  4. Keys to Success • Quality of intervention, duration, intensity and linkages to and reinforced by complementary interventions • Partners focus on their core competence • Use 360 degree approach: traditional, new media, on-the-ground activations • Link campaign to service delivery • Involve your audience - and listen to them • Integrate commercial techniques to disseminate public health messages

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