Did MTV really help prevent HIV?


Published 03.11.18

Evidence from Nigeria suggests that edutainment can promote safer sexual practices and reach a large portion of the population at a low cost

HIV is prevalent in sub-Saharan Africa due to high incidences of unprotected sex. Traditional awareness approaches have had limited success in impacting behaviour. An experiment studied the effectiveness of the edutainment TV series, MTV Shuga, which aims to promote safer sexual practices. The study involved 18-25 year olds living in southern Nigeria. The results indicate that the show imparted valuable knowledge, positively changed deep-seated views, and changed behaviours, seeing positive outcomes in the context of HIV. It suggests that edutainment is a promising tool for inducing behavioural change.