The MTV-Staying Alive Foundation (MTV-SAF) develops content that support young people and adolescents across the world to make positive decisions about their health and wellbeing. We adopt inclusive approaches aimed at shifting individual behaviours and social norms, leveraging the power of immersive storytelling to transform health messaging into engaging "edutainment" campaigns.
MTV-SAF is best-known for the multi-award-winning MTV-Shuga drama series in sub-Saharan Africa, which has reached millions of young people globally. We also create and distribute regional campaigns in other parts of Africa (Nigeria, Kenya, Cote d'Ivoire), and the MTV-Nishedh campaign in India.
Our key aims also involve shifting the media landscape to be more gender inclusive, across the diverse contexts in which we work. This presentation will explore one of MTV-SAF's recent initiative: the In Bloom campaign, which works with emerging and experienced female filmmakers from underrepresented communities to create a series of short films that examine gender inequity issues, enhance the authenticity and power of our multimedia campaigns, while disrupting industry norms and creating equitable opportunities. In Bloom has produced short films set in Nigeria, Kenya, USA, India and South Africa covering themes around child marriage, period poverty, gender-based violence, HIV, women's economic empowerment, reproductive health access and justice. We will present findings and explore potential implications for the field, particularly how the media and edutainment can be relevant to broad audiences, including SBCC practitioners, to explore comparable approaches and support shifts across diverse populations.
The MTV-Staying Alive Foundation (MTV-SAF) develops content that support young people and adolescents across the world to make positive decisions about their health and wellbeing. We adopt inclusive approaches aimed at shifting individual behaviours and social norms, leveraging the power of immersive storytelling to transform health messaging into engaging "edutainment" campaigns.
MTV-SAF is best-known for the multi-award-winning MTV-Shuga drama series in sub-Saharan Africa, which has reached millions of young people globally. We also create and distribute regional campaigns in other parts of Africa (Nigeria, Kenya, Cote d'Ivoire), and the MTV-Nishedh campaign in India.
Our key aims also involve shifting the media landscape to be more gender inclusive, across the diverse contexts in which we work. This presentation will explore one of MTV-SAF's recent initiative: the In Bloom campaign, which works with emerging and experienced female filmmakers from underrepresented communities to create a series of short films that examine gender inequity issues, enhance the authenticity and power of our multimedia campaigns, while disrupting industry norms and creating equitable opportunities. In Bloom has produced short films set in Nigeria, Kenya, USA, India and South Africa covering themes around child marriage, period poverty, gender-based violence, HIV, women's economic empowerment, reproductive health access and justice. We will present findings and explore potential implications for the field, particularly how the media and edutainment can be relevant to broad audiences, including SBCC practitioners, to explore comparable approaches and support shifts across diverse populations.
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