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November 30, 2008

MTV's AIDS awareness campaign turns 10

December 1st 2008 marks the 10th anniversary of MTV’s Staying Alive campaign. The Staying Alive campaign began in 1998 as a one off HIV and AIDS awareness documentary, and in ten years, has grown in to the world's largest multimedia HIV prevention campaign for young people.

The campaign has hosted a series of history making programming and events. In 2002, Grammy Award winning artists P Diddy and Alicia Keys performed in a concert in South Africa to spread raise awareness and spread the campaign message.

Tony Blair and Bill Clinton are two other big names who have committed time to the campaign, participating in televised youth-led forums and answering questions from the MTV audience. Staying Alive also gave five lucky young people the chance to meet Nelson Mandela and talk to him about the key issues affecting young people today.

These are just a few examples in a long line of powerful Staying Alive programming. Since 1998, the Staying Alive campaign has reached 2/3rds of the worlds’ TV households annually. It has also reached over 90% of the 50 countries hit hardest by HIV/AIDS and received bundle of awards, amongst which are two Emmys, two Oneworld Media Awards, one Asian Promax and one European Promax.

Thanks to the success of the campaign, The Staying Alive Foundation was set up in 2005. The Foundation awards small cash grants twice yearly to grass-roots HIV/AIDS awareness projects worldwide. While the campaign reaches young people all around the world through programming, the Foundation helps the people who are fighting the epidemic on the ground.

To date, The Foundation has awarded 130 grants to 101 different projects in 48 countries, amounting to over a million dollars. Ten years after its inception, the Staying Alive campaign is stronger and as far reaching as ever. It remains our mission to energise, educate and empower as many young people as possible. Join us in our mission. source

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