MTV Staying Alive UK
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Mission Statement
At MTV Staying Alive our mission is to build an empowered generation of young people, equipped with the tools and knowledge to protect themselves and their peers from HIV.
About This Cause
On the ground, we support youth-led HIV prevention initiatives that provide their local communities with relevant information and services, ensuring people are educated and empowered to make healthy choices with regard to their sexual and reproductive health. By providing funding and training to specifically youth-led projects we are able to reach key populations including women and girls who are disproportionately affected by the HIV epidemic due to social, economic and cultural factors. Thus, we help to build culturally relevant, sustainable and high-impact solutions to the HIV epidemic. In 2017 we are providing support services to 37 grassroots projects in 25 countries; 66% of our projects are in sub-Saharan Africa, we also support projects in Russia, Ukraine, South America and Asia. Eight of these projects, or 22% of the total, are women and girls focused. All of our women and girls projects are based in Sub Saharan Africa. Our grants program is what sets us apart from the work carried out by similar charities as it leverages young people to carry out work in the communities that they know best. On air, we produce and distribute rights-free MTV Shuga, a multi-platform campaign that centres around an award winning TV show. The show interweaves HIV prevention and sexual and reproductive health messaging with the stories of the young characters, sparking discussion and channelling conversation on the issues raised. MTV Shuga is distributed across 179 channels internationally with a combined reach of 720 million.