BY JASMINE DOTIWAL
MTV Shuga is a sizzling sex and relationships drama and multimedia campaign for young audiences, which aims to raise awareness of HIV and Aids globally, and this fortnight I attended the premiere of season 4 of this ground breaking TV brand.
I spoke to Executive Director at MTV Staying Alive Foundation, Georgia Arnold, to ask about its impact, and also why MTV has stuck with this area in helping youth across the globe, instead of also embracing topics like cyber bullying and depression, which might be what more British / Western youth are affected by?
GEORGIA;MTV Shuga has fans all over the world. The key to the success of the show lies in the storylines and the relatable characters. I know the Shuga team get regular messages from people in the UK and elsewhere asking when we can bring Shuga to their country. The show resonates around the world.
It’s just as relevant in Britain. The stories and the messages are about sex and relationships, and it really doesn’t matter where you live for it to be relatable to you.
But we don’t exclusively focus on HIV, we also cover other social issues. We currently have a global campaign called ‘MTV Breaks’ about getting your first break in our career; and we’re highlighting the refugee crisis on all of our channels.