Commented Georgia Arnold, Executive Director, MTV Staying Alive Foundation, “In moving Shuga to Nigeria, we aim to strike a chord with young Nigerians and provoke a significant shift in their attitudes and behaviour towards sexual health and associated public health issues. Combining these messages with stylish production, poignant storylines, believable characters and world class acting allows Shuga to sweeten the pill and make an impact where other campaigns may have failed to resonate in the past.”
John Idoko, Director General, NACA commented, ”The Nigerian government is delighted to support this important youth education initiative which complements our on-going education projects at all levels of society. Shuga's subtle messaging will not only ensure greater understanding of HIV prevention and treatment measures among young people but communicate important messages about tolerance and acceptance".
The Nigeria Country Representative for the Bill & Melinda Gates Foundation, Mairo Mandara, said: “The Gates Foundation is committed to Nigeria because we believe every person deserves the opportunity to live a healthy life with dignity. By raising awareness of public health issues through this exciting project with Shuga, and investing in primary health services, we can work together to give every Nigerian a chance at leading a healthy and productive life”.
“Efforts such as Shuga that seek to expand knowledge about HIV among young people are critical to helping us achieve an AIDS-free generation. Raising awareness is key to keeping this and future generations healthy and able to lead productive lives,” commented Shirley A. Dady, PEPFAR Country Coordinator, Nigeria.
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Shuga is to be produced by MTV Base and the MTV Staying Alive Foundation in collaboration with NACA, the Bill & Melinda Gates Foundation, and UNFPA (United Nations Population Fund). Other partners include Girl Hub, a partnership between the Nike Foundation and the UK’s Department of International Development (DFID) which helps transform the lives of adolescent girls living in poverty by engaging the girls themselves as active participants. PEPFAR (The US President’s Emergency Plan for AIDS Relief) has also expressed a commitment to join forces with the campaign. CLICK HERE to learn more about Shuga's partners.