MTV SHUGA

MTV Shuga is a television drama series as part of an initiative dubbed "MTV Staying Alive Ignite!". Its first two seasons was commissioned by MTV Networks Africa in association with The MTV Staying Alive Foundation as part of a multimedia campaign to spread the message about responsible sexual behaviour and tolerance. It later became a hit and was aired in 40 different African countries before it was aired internationally in over 70 television stations. It was thought to be a very controversial series by the senior generation of Kenyans because it contained some scenes that contained sexually explicit content. But the younger generations found this approach very refreshing and educational. A clear behavioural change was seen across the youth after this series was aired.

Because of the shows success it's launching a brand new season in South Africa. Our job was to create hype around this launch, search for a new cast, demystify myths around sex and just get the youth talking about subjects that was previously seen as taboo.

*This work was done as part of a pitch.