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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