The MTV Staying Alive Foundation

"MTV Shuga:Alone Together" is an innovative solution to content creation during a time of social distancing. As one of the first long standing series to adapt its production to Zoom streaming and creative cloud post-production, MTV Staying Alive produced this unique scripted drama, made up of 70 daily webisodes, amassing 8.874m views. Our goal was to continue reaching audiences with vital messaging to help them through the pandemic. It was made possible by committed relationships with our talent and crew, as well as their belief in the value of MTV Shuga content.

Along with providing critical health messaging and best practices for preventing Covid infection (handwashing, social distancing, isolation & quarantine), Alone Together looked at challenges the new normal brought to the human condition - our relationships, careers, and mental health - while addressing Gender Based Violence, sexual health, and unplanned pregnancy, and examining how these issues were further intensified during lockdown.

When asked, 92% of viewers said that they had learnt about COVID-19 transmission, 95% learnt new protective measures, and 85% said they took actions/adopted new behaviours.

MTV Shuga is the award winning, African youth drama that helped launch the careers of Oscar winner Lupita Nyong'o and International EMMY nominated Thuso Mbedu. With its music and talent filled storylines, The MTV Staying Alive Foundation's commitment to producing truly localised 'Edutainment' programming during lockdown continues to create stories proven to change lives.