MTV Shuga
360 Campaign centred on a groundbreaking TV series

Shuga Impact

179
Broadcasters Worldwide
719M+
Households Reached
42M
People Reached Through Social Media

What is MTV Shuga?

Shuga is a ground-breaking 360-degree mass-media behaviour-change campaign that aims to improve the sexual and reproductive health of young people.
The campaign is driven by awarding-winning TV series and encompasses innovative radio, digital, social media, and mobile elements. The TV show is available rights-free at no cost to third-party broadcasters to ensure maximum reach. Shuga fuses sexual-health messaging with gripping storylines, exploring the issues of sexual relationships between young people.

Series 1 and series 2 were launched in Kenya in 2009 and 2011, respectively. The third series was set in Nigeria and first aired on Dec 1, 2013 (World AIDS Day). The fourth series is due to air in July 2015 in Nigeria.

Series 3 of MTV Shuga has aired on 87 broadcasters worldwide, with a potential global reach of over 500 million viewers. It’s been viewed in countries such as: Nigeria, Uganda, Ghana, Kenya, US, Australia, Canada, South Africa, UK, Zimbabwe, Iceland, Zambia and Qatar.

Campaign sponsors

Videos

Shuga Naija Trailer

Secrets and lies, crossed wires and broken dreams are at the heart of series 3 of Shuga, set in Nigeria for the first time, after two seasons based in Nairobi. Set against the clubs, bars and student hangouts of Lagos, Shuga relates a bitter-sweet tale of love, betrayal, relationships and heartache among a group of friends in the city of Lagos.

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