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From Development to Implementation

From Development to Implementation. Shuga. Shuga 3-part drama series based in Nairobi, Kenya Relationships and lives of six friends, against a backdrop of HIV/AIDS. About Shuga.

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From Development to Implementation

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  1. From Development to Implementation Shuga

  2. Shuga 3-part drama series based in Nairobi, Kenya Relationships and lives of six friends, against a backdrop of HIV/AIDS

  3. About Shuga • MTV Staying Alive, the largest HIV/AIDS mass media campaign for young people partnered with HIV Free Generation and UNICEF in 2009 to launch Shuga • Shuga consisted of: • A drama series, • Online presence: blog, social networking, • Staying Alive in a Box - educational resource kit • Training of peer educators and broadcasters

  4. Shuga Aims and Objectives • Key objectives of Shuga: • Raise awareness of HIV transmission and prevention • Raise awareness of MCP as a mode of HIV transmission • Encourage testing and condom use as a method of prevention • Challenge stigma associated with HIV • Train peer educators on using Shuga as a tool for HIV education • Train broadcasters on how to create HIV related programming for a youth audience

  5. Shuga Development • Needed to be realistic • Resonate with young people • Storylines that were important, but relatable • Characters young people could identify • A new way of reaching young people • Leveraging skills of partners • A 360 degree programme: on-air, marketing, online

  6. Shuga Development • Production research: style, tone, youth lifestyle • Story development and feedback with HFG and UNICEF • Pretest of story and characters by JHU • Script development and feedback with HFG and UNICEF • Production shoot • Feedback of edit from HFG, UNICEF and young people through JHU • Marketing and PR of Shuga • Premiere and broadcast distribution of Shuga for World AIDS Day 2009

  7. Challenges • Timelines: Six month turnaround • Addressing the issues in three episodes • Funding • Linkages to services

  8. Lessons Learnt • Partnerships: Leverage your strengths • Realistic timelines • Innovate • Integration of all communication materials • 360 degree initiatives: online, radio, on the ground, on-air • Get young people involved • Use actors as activists and spokespeople • Link to services • Invest for optimum results: More than three episodes gets better results • Start with the end in mind: Know what you’re trying to achieve • Behaviour change takes time: Long term project

  9. Thank You

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