Here at the MTV Staying Alive Foundation we’re excited to announce a brand new campaign in a new territory – MTV Nishedh in India. It lands on screens on January 25th on MTV India and VOOT.
Adapted from our highly successful MTV Shuga campaign, MTV Nishedh is based around a 13 part TV series, following the loves and lives of young people as they navigate sex, heartbreak, ambition, and finding their path in life. Interwoven into the fabric of the story are themes around sexual health and rights, TB, and nutrition – issues that disproportionately affect young people in India today.
As with MTV Shuga, the characters’ stories are powered by the truth of young people’s experiences. MTV Nishedh is bold, ambitious, and relatable. And it goes where young people are – not just across TV but also radio, digital as well as on-the-ground, within community centres, through our peer education program.
By involving young people in every single aspect of our campaign we’ve created something with MTV Nishedh that we hope will captivate, engage, relate to, and – crucially – inspire conversation around important issues. Our model is driven by the desire to ensure that our audience is empowered to make their own decisions about their sexual reproductive health, and wellness, and we follow through on that, by providing information, services and help-lines on every platform that our audience is active on.
We can’t wait to see the impact that MTV Nishedh has. We hope, like MTV Shuga – that it not only becomes a genuinely relevant cultural asset, but that it has proven impact on health. In 2019, The World Bank’s DIME study estimated that for every $1 invested in MTV Shuga $150 is returned in health and social welfare benefits. How? An MTV Shuga audience is twice as likely to be tested for HIV, and half as likely to have STIs, or to experience physical violence.
The campaign is a joint partnership between MTV Staying Alive and Viacom18, CIFF, The David and Lucille Packard Foundation, Johnson and Johnson, UNICEF, The Bill and Melinda Gates Foundation, and Ashoka University.