MTV: Staying Alive 2002 - A Global HIV Mass Media Campaign

This is a case study of the global 2002 campaign. It details how the primary elements were developed, the expansion of the campaign through international partnerships, the evaluation methodologies being used to determine effectiveness, and lessons learned throughout the process.

Excerpt from the Introduction
"This campaign had three primary objectives: to promote favorable HIV-prevention attitudes, knowledge, andskills; to elevate the level of personal concern about HIV/AIDS among young people, including concernsabout the damaging impact of HIV-related stigma and discrimination; and to empower young people to takeconcrete action for themselves and their communities with regard to HIV/AIDS."

Music Television (MTV) coordinated the Staying Alive campaign in the year 2002. According to this report, Staying Alive 2002 reached almost 800 million homes - 64 percent of total television households worldwide. The campaign was aired in 44 of the 50 countries most affected by HIV/AIDS. The report notes, "This was possible because MTV offered the programming "rights free" and because MTV, YouthNet, and other partners worked to disseminate the program widely. This allowed producers in countries throughout the world, including China, to translate and adapt the programs for their audiences."

Table of Contents

• Introduction
• Chapter 1. The Staying Alive Campaign
Meeting of Campaign Partners Sets Direction and Tone
• Chapter 2. Expanding the Campaign's Reach
Partners Help MTV Extend Campaign's Reach HIV-Positive: Ethical Issues about Disclosure in the Media
• Chapter 3. Senegal: Adapted Campaign Boosts AIDS Education Staying Alive in Rural Areas
• Chapter 4. Kenya: Local Programming Developed
• Chapter 5. Evaluation and Lessons Learned

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