Shuga Initiative

What is Shuga?

Shuga is a TV drama series that follows the lives and loves of a group of young students living in Nairobi, Kenya and Lagos, Nigeria. Produced by MTV Networks Africa in association with The MTV Staying Alive Foundation, through a partnership with PEPFAR (U.S. President’s Emergency Plan for AIDS Relief), The Partnership for an HIV-Free Generation (HFG), Governments of Kenya and Nigeria, the TV series was funded extensively by the U.S. Government through PEPFAR for use in youth HIV prevention efforts. Shuga Radio, the companion to the TV series developed to target rural youth, was produced with funding from UNICEF and adds an important element to the Shuga package.


Shuga Package

Shuga Series One, Two and Three, Shuga Radio, the Shuga.TV website and other digital platforms, the Shuga Graphic Novel, and the Shuga Facilitators Guide and Toolkit are part of a ground-breaking multimedia campaign conceived to deliver the ultimate goal: a generation of young people free from HIV.


Shuga Initiative Objectives:

Support the HIV prevention goals of Governments of Kenya, Botswana and Nigeria by integrating Shuga into their current HIV prevention service portfolios

Increase the uptake of HIV prevention programs and services, with specific focus on HIV Testing and Counseling (HTC), Voluntary Medical Male Circumcision (VMMC) and on Prevention with Positives (PwP)

Increase the HIV risk perception of youth in Kenya, Botswana, Nigeria through increased knowledge of HIV prevention strategies

Increase the knowledge of HIV prevention strategies, including partner reduction and VMMC

Increase dialogue between parents and children on issues related to sexuality and HIV prevention


Shuga Botswana Fact Sheet


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