MTV Staying Alive Foundation
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Staying Alive is an MTV international initiative to encourage
HIV prevention HIV prevention refers to practices that aim to prevent the spread of the human immunodeficiency virus (HIV). HIV prevention practices may be undertaken by individuals to protect their own health and the health of those in their community, or may ...
, promote safer lifestyle choices and fight the stigma and discrimination that fuels the
HIV epidemic The global pandemic of HIV/AIDS (human immunodeficiency virus infection and acquired immunodeficiency syndrome) began in 1981, and is an ongoing worldwide public health issue. According to the World Health Organization (WHO), by 2023, HIV/AIDS ...
. Staying Alive is the world's largest HIV mass media awareness and prevention campaign in the world. It produces TV programming in the form of concerts, documentaries, public service announcements, TV film, film competitions, and others. It also has a website with celebrity content talking about
safe sex Safe sex is sexual activity using methods or contraceptive devices (such as condoms) to reduce the risk of transmitting or acquiring sexually transmitted infections (STIs), especially HIV. "Safe sex" is also sometimes referred to as safer ...
.


Goals and objective


Goals

Staying Alive's aim is to reduce HIV infections among young people globally. It does this by using entertainment to publicize vital safe sex information so that young people are empowered to make safer sexual and lifestyle decisions.


Objectives

• To raise awareness and knowledge about HIV/AIDS and safer sex skills for young people.
• To fight the stigma and discrimination associated with HIV/AIDS.
• To empower young people to take concrete action to protect themselves and others against HIV/AIDS.
• To engage other businesses, media and organizations to form their own response to HIV/AIDS. This includes broadcasting or using Staying Alive material rights at no cost.


History

Staying Alive began in 1998 as a one-off award-winning documentary, with the same name, about six young people from around the world and how their lives were affected by HIV and AIDS and was hosted by
George Michael George Michael (born Georgios Kyriacos Panayiotou; 25 June 1963 – 25 December 2016) was an English singer-songwriter and record producer. Regarded as a pop culture icon, he is one of the List of best-selling music artists, best-selling rec ...
. In 2002, it expanded into an ongoing global multi-media campaign that provides targeted information about HIV and AIDS using a wide range of interventions that include programming, advocacy, and grant-making. In 2005, Staying Alive launched the Staying Alive Foundation to provide small grants to young people who are responding to multiple threats of HIV, through prevention and create enabling environments for HIV+ patients in their communities.


Evaluation

The 2005 evaluation of Staying Alive found that the campaign resulted in significantly more interpersonal communication about HIV/AIDS amongst those who were exposed to the campaign and that this in turn had a positive effect on social norms. More young people exposed to the campaign felt it was important to use a condom, discuss HIV with sexual partners and get tested for HIV.FHI/YouthNet 2005 Using Global Media to Reach Youth: The 2002 MTV Staying Alive Campaig

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The Staying Alive Foundation

In 2005 the Staying Alive Foundation was launched. The Staying Alive Foundation is a public charity registered in the US and UK and supported by MTV. Twice yearly, the Foundation presents the Staying Alive Awards: small grants that support innovative projects by youth-led organizations in schools, youth centers, and clubs using radio, TV, print, on-line and personal interactions that reach at-risk youth and protect them from the multiple threats posed by HIV and AIDS. The Foundation's mandate to support individuals fighting AIDS on the frontlines is an unusual grant-making strategy that is showing extraordinary results as more and more young Award winners become HIV-prevention leaders in their communities. In 2008 the R&B singer-songwriter
Kelly Rowland Kelendria Trene Rowland (born February 11, 1981) is an American singer, actress, and television personality. She rose to fame in the late 1990s as a member of Destiny's Child, one of the world's List of best-selling girl groups, best-selling gir ...
was appointed as the global Ambassador for the MTV Staying Alive Foundation. In June 2008, Kelly Rowland visited SAF projects in Kenya, Tanzania and South Africa.


See also

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The Mpowerment Project The Mpowerment Project is a model community building and HIV prevention program designed specifically to address the needs of young adult gay/bisexual men ages 18 – 29. It is the first documented Prevention of HIV/AIDS, HIV prevention intervent ...
*
Advocates for Youth An advocate is a professional in the field of law. Different countries and legal systems use the term with somewhat differing meanings. The broad equivalent in many English law–based jurisdictions could be a barrister or a solicitor. Howeve ...


References

{{reflist HIV/AIDS prevention organizations HIV/AIDS activism MTV Health campaigns Medical and health organisations based in the United Kingdom HIV/AIDS organisations in the United Kingdom