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Kay Hetherington|27.04.2021|Campaigns Case Study
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Our first Virtual Peer Education programme has successfully reached over 25,000 young people through digital outreach on social media.  When global lockdowns came into place across 2020, our peer education programme was heavily impacted – we simply couldn’t safely reach young people face to face. In response, we developed a supplemental Virtual Peer Education programme, spearheaded by four peer educators based in Botswana. “MTV SHUGA: EXTENDED” featured posts and communications across Facebook and WhatsApp which covered a range of themes including HIV prevention and treatment, contraceptives, sexual violence, transgenerational and transactional relationships.

As well as amassing over 25,000 views over the 3-month testing period, our four social media superstars have helped direct over 2,000 clicks to our nominated heath helplines, supporting thousands of young people access the information they need to stay healthy.

Resuming our face-to-face peer education programme remains a top priority for MTV Staying Alive, as this type of engagement offers a unique safe space where participants feel more able to discuss difficult topics, but we are thrilled that a team of just four peer educators were able to reach so many people through this campaign – an incredible contribution to the goals of MTV Shuga.

Our thanks to our Virtual Peer Educators for their amazing achievements!

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