The MTV Staying Alive Foundation (MTV SAF) is a not-for-profit organization based in the UK and the USA that produces ground-breaking, original media content that delivers vital HIV and sexual and reproductive health messaging to a global audience.

MTV SAF also supports grass-roots, youth-led initiatives around the world that provide education about HIV and sexual and reproductive health in their local communities. Messaging for the scripted television and radio drama series integrates HIV risk reduction, sexual and reproductive health, family planning, dangers of backstreet abortion and LGBT education, with story lines that are appropriate for the MTV Base audience. The campaign aims to enhance reach to youth in urban, peri-urban and rural settings through varying media outreach as well as peer education to maximize exposure with sufficient intensity.

Current Partners for MTV Shuga include Bill and Melinda Gates Foundation, PEPFAR, USAID, UNICEF, UNFPA, Marie Stopes International, Positive Action, amongst others. Previous series of Shuga have been filmed in Kenya and Nigeria. Season 5 is taking place in South Africa.

CADRE is the research partner to Quizzical Pictures (producers) for Shuga Down South season 5. In 2016 CADRE provided strategic technical support towards the development of the storylines, current research into educational topics, and reviewed scripts for accurate health information. In addition, CADRE pre-tested 13 episodes for the drama series with focus group participants for resonance, accuracy, stereotyping, authenticity and identification.

Shuga season 5 was broadcast in South Africa in 2017 as well as across the African continent and on MTV globally. It is currently being broadcast on eTV and various channels across Africa.

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