Experimental Evaluation of MTV Shuga: Changing Social Norms and Behaviors with Entertainment Education

Source
MTV Staying Alive Foundation

This study provides experimental evidence that the MTV Shuga series improved knowledge and attitudes of viewers, as well as increased HIV testing and reduced risky sexual behaviors of Nigerian youth. The show substantially reduced new infections of Chlamydia, a common sexually transmitted infection in the study population.

The preliminary results of MTV Shuga offer an encouraging message on the potential to use entertainment education as a development tool.