MTV Staying Alive Foundation marks 25 years on World AIDS Day with youth collaborators  

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MTV Staying Alive Foundation (MTV SAF), a pioneering organisation on a mission to drive social change among youth, to help them make positive decisions about their health through content for change, is proud to mark its 25th anniversary on 01 December 2023.

Founded on World AIDS Day in 1998, the foundation today commemorated both anniversaries with an impactful peer-education activation in Khayelitsha township, Cape Town.

Attended by MTV Staying Alive Foundation recently appointed Botswana based Executive Director, Wame Jallow whose career spans 20 years in global health, rights, and the environment, the activation was aimed at young people aged 15 years and above from the surrounding areas.

Centred on MTV Staying Alive Foundation’s community-led, youth-led peer education programme training young people to be agents of social change in their local communities, these will be rolled out across the country in the new year.

“This phenomenal milestone is not just a celebration of the outstanding achievements of the foundation over 25 years, but also a reminder that, to truly make an impact and succeed in telling the stories of our communities, we must widen our lens to recognise the interconnectedness of economic, social, climate rights and health justice. These issues are inextricably linked, and they touch every aspect of our daily lives and those of young people,” said Jallow.

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To mark the pivotal impact communities have had in shaping the response to HIV, as well as global health at large, the World AIDS Day 2023 theme is ‘Let Communities Lead’, – a theme that resonates with MTV Staying Alive Foundation’s community-led, youth-led approach to their work, whether on screen or on the ground. At the heart of all its successful campaigns is a deliberate, focussed collaboration with young people, unleashing youth-driven community engagement, leadership, creativity, and collaboration.

MTV Staying Alive Foundation’s pioneering research-driven behaviour change & communication model has reached youth from different backgrounds, tackling global health issues one relatable storyline at a time.

Showcasing this unique model, this year, the foundation has collaborated with popular South African artists, Musa Keys, Nkosazana Daughter and Maglera Doe Boy, and today launched an epic song and music video addressing various social issues.

Created to reflect and confront real-life issues in various communities, MTV Staying Alive Foundation campaigns have been produced in Kenya, Nigeria, India, and South Africa, with various television productions such as MTV Shuga, airing in partnership with Paramount, one of the world’s leading producers of premium entertainment content, scripting a future where health equity is a reality for all.

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