In 2002, MTV launched Staying Alive — a global campaign geared toward increasing communication about HIV and encouraging prevention among 16-25 year olds. The campaign was made up of public forums, web content written in 10 languages, and documentaries and public service announcements shown in 166 countries.
Two articles in this month’s AIDS Education and Prevention demonstrate that the campaign positively impacted social norms surrounding HIV:
Geary, CW et al. (2007). Exposure to MTV’s global HIV prevention campaign in Kathmandu, Nepal; Sao Paulo, Brazil; and Dakar, Senegal. AIDS Educ Prev, 19(1), 36-50.
Geary, CW et al. (2007). MTV’s "Staying Alive" global campaign promoted interpersonal communication about HIV and positive beliefs about HIV prevention. AIDS Educ Prev, 19(1), 51-67.