Africa, the Caribbean: Study Finds MTV AIDS Project Changes HIV Attitudes

Young people in Africa and the Caribbean report positive shifts in knowledge and attitudes after watching MTV dramas that address HIV, said researchers at the 18th International AIDS Conference this week in Vienna.

The MTV music channel project is backed by the UN and tackles the risks of unsafe sex, multiple partners, and injecting drugs. The programming also provides information on testing, treatment and overcoming HIV-related stigma.

"The results have shown a really positive change in terms of attitudes, knowledge, and the sense among young people that they understand the risks and can take action to address them," said Susan Kasedde, a UNICEF HIV prevention specialist.

Part of the MTV project is a television series called "Shuga" that depicts "the reckless sex lives and loves of young Kenyans and their partners." It was first aired in Kenya in November 2009.

An evaluation by Johns Hopkins' researchers indicated that the program was seen by 64 percent of Nairobi residents ages 16-24. More than 80 percent of those who watched the program said it altered their views on multiple concurrent partners, HIV testing, and HIV-related stigma.

"These results make us determined and completely committed to continuing our campaigns globally," said Bill Roedy, CEO of MTV Networks International.

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