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ADOLESCENT INVESTMENT IMPACT REPORT 2015
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IMPACT REPORT 2015 ADOLESCENT - Staying Alive Foundation · ADOLESCENT INVESTMENT IMPACT REPORT 2015. ADOLESCENT INVESTMENT We’re proud of the incredible work done by the young

May 25, 2020

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Page 1: IMPACT REPORT 2015 ADOLESCENT - Staying Alive Foundation · ADOLESCENT INVESTMENT IMPACT REPORT 2015. ADOLESCENT INVESTMENT We’re proud of the incredible work done by the young

ADOLESCENT INVESTMENT

IMPACT REPORT

2015

Page 2: IMPACT REPORT 2015 ADOLESCENT - Staying Alive Foundation · ADOLESCENT INVESTMENT IMPACT REPORT 2015. ADOLESCENT INVESTMENT We’re proud of the incredible work done by the young

ADOLESCENT INVESTMENT

We’re proud of the incredible work done by the young people we’ve been able to support over the last 10 years. But HIV is still spreading. AIDS is still the leading cause of death among young people in Africa and the second leading cause worldwide. In fact, adolescents are the only demographic in which the HIV infection rate and AIDS death rate is increasing globally. The MTV Staying Alive Foundation is on a mission: to increase knowledge, change attitudes and get young people tested for HIV in order to change this.

More needs to be done to increase awareness of the virus, with broadened and innovative testing programmes, targeting the young people at the greatest risk. Our flagship transmedia campaign MTV Shuga is doing exactly that. Fusing sexual health messaging with stories that young people can relate to, MTV Shuga challenges misconceptions about HIV and inspires young people to talk openly and honestly about their sexual health. In 2015, MTV Shuga 4 premiered alongside ‘On Tour With MTV Shuga’ in Nigeria, a 360

degree HIV sensitisation campaign on the ground that combines the TV series with peer education, music festivals and HIV testing. Thanks to ‘On Tour With MTV Shuga’, more than 47,000 young Nigerians were tested for HIV.

It is through initiatives such as this, where we are taking testing out of the traditional, medical environments of hospitals and clinics that we are seeing youth take a proactive and positive approach to testing. Youth-friendly testing services are absolutely

IN 2015, WE CELEBRATED 10 YEARS OF MTV STAYING ALIVE GRANT-GIVING. SINCE WE LAUNCHED THE MTV STAYING ALIVE FOUNDATION IN 2005 WE’VE GIVEN OUT 588 GRANTS TO YOUTH-LED, HIV AWARENESS INITIATIVES IN 68 DIFFERENT COUNTRIES, TOTALLING $5.9 MILLION. OVER THE PAST DECADE, MTV STAYING ALIVE-FUNDED PROJECTS HAVE EDUCATED OVER 2.9 MILLION YOUNG PEOPLE ABOUT HIV, DISTRIBUTED OVER 7 MILLION CONDOMS AND TESTED ALMOST 270,000 PEOPLE FOR HIV.

key, and some of the MTV Staying Alive Foundation’s youth-led initiatives have realised this too. We are seeing, for instance, ‘moonlight’ HIV testing at LGBT hotspots in Kenya, HIV screening integrated with Zumba dance classes in Rwanda, and rapid HIV testing at street fairs in Mexico, leading to nearly 70,000 young people knowing their status in 2015.

We continue to support the young leaders who have the power to effect change in their communities and among their peers. And we continue to see our trust and investment in those young leaders turn into significant, tangible results.

Georgia Arnold Executive Director

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HOW WE EDUCATE, INSPIRE + EMPOWER

We support grass-roots, youth-led initiatives around the world that provide education about HIV and sexual and reproductive health in their local communities. We give organisations a grant for up to four years, along with a comprehensive capacity-building package, giving our young leaders the skills and knowledge they need to implement their

projects successfully and sustainably. In addition, we offer social enterprise investments to a small number of organisations at the end of their four-year grant cycle, to facilitate the sustainability of their organisations

MTV Staying Alive leads the way in global transmedia campaigns on HIV and sexual

and reproductive health. We produce ground-breaking, original media content that delivers vital HIV and sexual and reproductive health messaging to a global audience. All our content is distributed rights-cleared and cost-free, enabling us to reach the widest audience possible.

VISION

A world where no young person contracts HIV or dies from AIDS.

HOW WE WORK

MISSION

To build an empowered and educated generation of young people, equipped with the tools and knowledge to protect themselves and their peers from the HIV epidemic.

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OUR 2015 HIGHLIGHTS

2015MTV SHUGA WAS VOTED

BEST TV SHOW IN AFRICA AT THE AFRICA MAGIC VIEWERS

CHOICES AWARD

47,642YOUNG NIGERIANS GOT TESTED FOR HIV

AS PART OF ‘ON TOUR WITH MTV SHUGA’

WE LAUNCHED MTV SHUGA 4 WORLD AIDS DAY

4M+YOUNG PEOPLE WATCHED OUR

SAFE-SEX EMOJI SPOT ONLINE. IT HAS ALSO BEEN MTV’S MOST-WATCHED

ITEM ON SNAPCHAT TO DATE.

72COUNTRIES IN WHICH

MTV SHUGA IS AIRED INC. 96% OF SUB-SAHARAN AFRICAN COUNTRIES

720MPEOPLE POTENTIALLY

REACHED

160BROADCASTERS

HAVE AIRED MTV SHUGA

244KYOUNG PEOPLE EDUCATED ABOUT HIV THROUGH OUR

GRANTS PROGRAMME

300EMPLOYEES FROM 18 COUNTRIES

‘HIT SNOOZE’ ON WORLD AIDS DAY AND STAYED IN BED FOR 2 EXTRA HOURS

TO RAISE MONEY FOR MTV STAYING ALIVE.

READ MORE ON PAGE 22

20KYOUNG PEOPLE WERE

TESTED FOR HIV THROUGH OUR YOUTH-LED PROJECTS

ON THE GROUND

READ MORE ON PAGE 30

17YOUTH-LED ORGANISATIONS

RECEIVED TRAINING TO HELP THEM BUILD THEIR CAPACITIES AND ENSURE

THEY CREATE MAXIMUM IMPACT IN THEIR COMMUNITIES

READ MORE ON PAGE 20

EMOJIWE RELEASED A CUSTOM

CONDOM EMOJI ‘SAFE-SEXT’ KEYBOARD, FREELY AVAILABLE ON APPLE AND ANDROID.

READ MORE ON PAGE 8

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GRANT-GIVING PROGRESS

SINCE WE LAUNCHED IN 2005 IN 2015

68COUNTRIES REACHED

$5.9MAWARDED IN TOTAL

$603KAWARDED IN TOTAL

588GRANTS GIVEN

12NEW GRANTS GIVEN

2.9MPEOPLE DIRECTLY

REACHED

244KPEOPLE DIRECTLY

REACHED

17KPEER EDUCATORS

TRAINED

2,057PEER EDUCATORS

TRAINED

220KPEOPLE HIV

TESTED

20KPEOPLE TESTED

FOR HIV

8MCONDOMS DISTRIBUTED

700KCONDOMS DISTRIBUTED

50ACTIVE GRANTS

AS OF DECEMBER 2015

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PROJECTS WE CURRENTLY FUND

AFRICA, ASIA, EUROPE + OCEANIA

NORTH AMERICA + SOUTH AMERICA

ARMENIA 1

BOTSWANA 1

BURUNDI 2

CAMEROON 2

CHINA 1

DEMOCRATIC REPUBLIC OF CONGO 3

DOMINICAN REPUBLIC 1

GHANA 2

INDIA 3

INDONESIA 1

KENYA 6

LAOS 1

MACEDONIA 1

MALAWI 2

MEXICO 1

MOLDOVA 1

NEPAL 1

NIGERIA 2

PORTUGAL 1

ROMANIA 1

RWANDA 4

SOUTH SUDAN 1

TAJIKISTAN 1

TANZANIA 2

THAILAND 1

UGANDA 2

UK 1

USA 1

VENEZUELA 1

ZAMBIA 1

ZIMBABWE 1(AS OF DECEMBER 2015)

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CLOSE-UP

MOVE AHEAD WOMEN

THE PLACE: KERALA STATE, INDIA

THE NEED:

In the southern Indian state of Kerala, girls are disproportionally at risk of HIV. Not only are women often discriminated against, sex also remains very much a taboo topic. For many young women living in remote parts of the region, sexual health services are difficult to access not just because they can be far away and expensive, but also because they are often not available to unaccompanied or unmarried women. As a result, many people continue to rely on indigenous treatments and medicines.

THE ACTION:

In December 2012, with the support of the MTV Staying Alive Foundation, a group of girls called Move Ahead Women launched an HIV awareness campaign in 8 different districts in Kerala State. Making use of various traditional art forms, including folk music, dance and drama, Move Ahead Women visits rural girls’ schools and colleges and gives performances that include safe sex messages. Their interactive, entertaining approach helps to take away the taboo around sexual health.

THE RESULTS:

Over the past three years, Move Ahead Women have trained a group of 200 peer educators – both students and teachers – about sexual health, rights, dance and drama. Together, they have visited 167 schools, educating 37,762 girls about HIV and self-confidence. Their project has not gone unnoticed and the group has received several requests from local and national authorities to conduct similar sessions at other venues.

37,762GIRLS REACHED

167SCHOOLS VISITED

200HIV PEER EDUCATORS

TRAINED

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CLOSE-UP

LOVE PRIZE

THE PLACE: MUHANGA, RWANDA

THE NEED:

Muhanga is a busy commercial town at the crossroads of 3 neighbouring towns. Commercial sex work and drug abuse is rife. A large number of female and male waiters who work in one of the town’s many bars engage in cross-generational relationships or sex work as an extra source of income. They are at high risk of contracting HIV, especially when under the influence of drugs or alcohol.

THE ACTION:

Love Prize was founded by a group of Rwandan students and intends to equip high-at-risk young people from Muhanga with the knowledge, skills and confidence they need to make healthy choices regarding their sexual health. The team attracts people to their activities by organising free Zumba dance classes, which are combined with HIV education sessions, condom demonstrations and HIV testing.

THE RESULTS:

Since the MTV Staying Alive Foundation started funding Love Prize in December 2014, the team recruited and trained 24 young people to become Zumba instructors and HIV peer educators. A total of 236 at-risk people from Muhanga attended Love Prize’s regular Zumba and HIV education sessions and an additional 3,115 young people were reached through mass dance and HIV sensitisation events in deprived parts of town, of which 713 were tested for HIV. Love Prize has made a real difference in the local community and is planning to widen its reach in 2016.

3,351AT-RISK YOUTHS

REACHED

24HIV PEER EDUCATORS

TRAINED

713PEOPLE TESTED

FOR HIV

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SOCIAL ENTERPRISE GRANTS

DURING THE COURSE OF OUR INITIAL FOUR-YEAR GRANTS, WE SEE A SIGNIFICANT DEVELOPMENT IN OUR YOUNG LEADERS AND THEIR ORGANISATIONS.

It’s clear that with some additional investment and training in business management, many of these young people have the potential to set up their own social enterprises and become increasingly financially independent, enabling them to continue their HIV awareness work long into the future.

That’s why in 2014 we launched a social enterprise pilot programme, as a next step in our commitment to making our grantee organisations sustainable.

We selected two MTV Staying Alive organisations that had reached the end of their four-year grant period – Youth Empowering Initiative (YEI) from Uganda and RE-PACTED from Kenya – and provided them with comprehensive support to develop a social enterprise.

After attending a tailor-made business training programme, designed to help them develop skills and strategies for creating successful businesses, each organisation received a one-year grant to set up a social enterprise. Both organisations achieved real success, and YEI was already making a profit after six months.

In 2015, we provided a second year investment to YEI to help them develop their business further. We aim to expand our social enterprise grants programme in 2016, helping to create self-sufficient organisations whose HIV awareness operations are funded from the profits of thriving local businesses.

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CLOSE-UP

YOUTH EMPOWERING INITIATIVE (YEI)

THE PLACE: KASESE, UGANDA

THE NEED:

Youth Empowering Initiative (YEI) is a youth-led organisation that focuses on empowering vulnerable populations with the skills they need to protect themselves, their families and their communities against HIV, poverty and ignorance. After having funded YEI for four years between 2007 and 2011, we realised they had the potential to do much more. YEI had developed tremendously and it was clear that, with additional investment and training, the organisation would be capable of setting up its own business and continue its HIV prevention work independent from external donors.

THE ACTION:

In 2014, we provided YEI with a social enterprise grant worth $24,400, as well as a 4-day residential business training. With our funding, YEI started a community micro-financing programme targeting young vulnerable people, including sex workers and people living with HIV. Awarding a micro-business loan to five community groups (chicken-rearing people, fish sellers, coffee buyers, salt sellers and tree-seedling planters), YEI has trained each group in basic business skills and supervises them through village mentors. Charging low interest rates on the loans allows YEI to make a profit, which in turn is invested in its HIV awareness activities in the community. After just six months, YEI was already making a small profit and in 2015 we awarded them with another grant worth $27,200 to expand their business. Ultimately they aim to have a revolving fund where some of the profit will be used to award new micro-loans.

THE RESULTS:

After one year of trading, the five groups that received a micro-loan were all paying back their loans plus interest rates, generating a profit of $12,450 for YEI, which was re-invested into the organisation’s business and HIV awareness activities. With the income generated through its social enterprise in the first 18 months of operation, YEI has been able to educate 5,760 people about safe sex and HIV, of whom 1,940 were tested for HIV, and distribute 5,250 condoms.

$12,450PROFIT MADE IN THE FIRST YEAR

5,250CONDOMS DISTRIBUTED

1,940PEOPLE HIV

TESTED

5,760PEOPLE EDUCATED ABOUT

SAFE SEX AND HIV

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CAPACITY BUILDING

IT IS VITAL WE INVEST IN THE TRAINING AND DEVELOPMENT OF OUR YOUTH-LED, GRASSROOTS PARTNERS TO ENSURE THEY CREATE MAXIMUM IMPACT IN THEIR COMMUNITIES.

‘ONE OF THE BEST WORKSHOPS I ATTENDED. VERY EDUCATIVE, ENTERTAINING AND INSPIRING.’LEADERSHIP TRAINING PARTICIPANT, OCTOBER 2015

IN 2015 SINCE 2009

94% 79%SAID OUR TRAINING PROGRAMME HELPED THEM TO BECOME EFFECTIVE LEADERS

SAID OUR TRAINING HELPED THEM TO SECURE ADDITIONAL FUNDING FOR THEIR ORGANISATION

Our capacity-building training programme is a core element of the package of support we give to youth-led organisations, helping young people to develop and find their own leadership capabilities.

In 2015, we provided training to 17 organisations through two residential workshops in Kenya, facilitated by Restless Development.

Our introductory training focuses on developing the skills that our young leaders need to run an organisation, including planning and strategy, financial management and monitoring and evaluation.

Our leadership training concentrates on people management and leadership skills. By the end of each workshop, young leaders have a six-month action plan for their organisation, and a mentor to support them in implementing change.

WE TALKED TO 35 YOUNG LEADERS AT THE END OF THEIR FOUR YEAR GRANT:

17ORGANISATIONS

TRAINED

155ORGANISATIONS

TRAINED

34PEOPLE

TRAINED

312PEOPLE

TRAINED

2RESIDENTIAL

WORKSHOPS

17RESIDENTIAL

WORKSHOPS

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MTV SHUGA

MTV SHUGA IS OUR MULTI-AWARD WINNING, TRANSMEDIA BEHAVIOUR CHANGE CAMPAIGN TO IMPROVE THE SEXUAL AND REPRODUCTIVE HEALTH OF YOUNG PEOPLE. DRIVEN BY A SUCCESSFUL TV DRAMA, MTV SHUGA ENCOMPASSES INNOVATIVE RADIO, DIGITAL, SOCIAL MEDIA, AND MOBILE ELEMENTS, AS WELL AS A COMIC BOOK, FESTIVALS AND PEER EDUCATION.

In 2015, we launched season 4 of our popular TV drama show MTV Shuga. Like season 3, the six episode show is set in Lagos, Nigeria, and follows young Nigerians as they navigate through love, relationships, sex, pregnancy and HIV. MTV Shuga 4 tackles a range of issues around sexual and reproductive health, including HIV stigma, condom use and mother-to-child-transmission, as well as addressing the issue of gender-based violence.

Aired by 160 broadcasters worldwide, MTV Shuga has reached 720million people to date. The TV series is now available in 96% of sub-Saharan African countries and through a new partnership with Côte Ouest we have been able to broaden our reach across French and Portuguese speaking countries on the continent.

We increased direct engagement with viewers through MTV Shuga Extra, an interactive polling element which allowed us to have a deeper connection with our audience. Viewers were able to respond online or via SMS to questions around issues raised in the show. We received over 15,000 responses and results gave us a compelling snapshot of the positive impact of our messaging on our audience.

2015 also saw the launch of a new 17-part MTV Shuga Radio show, which aired across several radio stations in Nigeria, including The Beat 99.9 FM, a well-publicised channel.

To date, we’ve reached over 42 million people through MTV Shuga’s social media and mobile platforms, including Facebook and Twitter.

On the ground, we joined forces with the Elton John AIDS Foundation to launch ‘On Tour With MTV Shuga’ in Nigeria, an innovative campaign that uses MTV Shuga as an educational tool in conjunction with peer-to-peer education. In exchange for getting tested, young people could win tickets to one of the exclusive MTV Shuga Festivals. During the campaign there were 13 times more calls to Nigeria’s national HIV information helpline and 47,642 young Nigerians got tested for HIV.

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In 2015, independent market research institute Tapestry Research conducted an evaluation of MTV Shuga’s impact in Nigeria. The research not only showed that one in three Nigerians aged 16-24 had watched MTV Shuga, but also that 29% used a condom last time they had sex and 22% had been tested, both as a result of the MTV Shuga campaign. A similar study in South Africa showed that 85% of adolescents who had watched MTV Shuga felt confident to discuss sexual health, HIV and contraception with their friends.

MTV SHUGA’S IMPACT

MTV SHUGA IS THE MOST WIDELY DISTRIBUTED MTV STAYING ALIVE PROGRAMME TO DATE, AND THE SECOND MOST POPULAR NIGERIAN TV SERIES OF ALL TIME. SO FAR, MTV SHUGA HAS:

720MPEOPLE POTENTIALLY

REACHED

42M+PEOPLE REACHED

THROUGH SOCIAL MEDIA

72COUNTRIES ON EVERY CONTINENT

(EXCL. ANTARTICA) IN WHICH MTV SHUGA IS AIRED

47,642YOUNG NIGERIANS GOT

TESTED THROUGH ON TOUR WITH MTV SHUGA

29%OF YOUNG NIGERIANS WHO WATCHED

MTV SHUGA 4 SAID THEY USED A CONDOM AND 22% SAID THEY HAD BEEN FOR AN

HIV TEST AS A RESULT OF THE SERIES

85%OF ADOLESCENT SOUTH AFRICANS

FELT CONFIDENT TO DISCUSS SEXUAL HEALTH WITH FRIENDS AFTER WATCHING MTV SHUGA

NACA

SUPPORTED BY

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FUNDRAISING

FOR THE FIRST TIME, WE ENTERED RUNNERS IN THE PARIS HALF MARATHON IN 2015; A TEAM OF 26 RUNNERS RAISED OVER $100,000 IN SUPPORT OF MTV STAYING ALIVE’S GRASS-ROOTS INITIATIVES.

In 2015 we launched a new partnership with cosmetics giant Kiehl’s in the UK, who have a long-standing commitment to fighting HIV/AIDS. The multi-faceted partnership was supported by our celebrity ambassador, award-winning artist Tinie Tempah, who fronted two safe-sex messaging PSAs that aired internationally on MTV and designed

a limited edition Ultra Facial Cream pot that went on sale in stores across the country. Kiehl’s staff across the UK and Ireland opened their stores to local communities and organised fundraising events, which ranged from gig nights to pop-up nail bars. A total of over $78,000 was raised through the partnership.

Our partnership with Kiehl’s continues into 2016 with even more creative activities planned to support our youth-led HIV-prevention projects.

KIEHL’S UK

We also launched a new HIV awareness and fundraising campaign on World AIDS Day called ‘Hit Snooze’, giving people the opportunity to stay in bed for 2 extra hours in return for a donation

Alongside our new partnership with Kiehl’s, we continued to develop a number of key

relationships with the Bill and Melinda Gates Foundation, Durex, the Elton John AIDS Foundation, Life Ball, PEPFAR, Standard Chartered, UNFPA and UNICEF.

We also produced the 4th MTV RE:DEFINE art auction in collaboration with Dallas Contemporary and the

Goss Michael Foundation and organised FOUND in London’s Bloomsbury Square, a fundraiser headlined by our ambassador, award-winning artist Tinie Tempah.

In total we raised $3.9 million for grass-roots HIV prevention projects and MTV Shuga in 2015.

THE THING

Life-saving moisturiser, literally. Kiehl’s Ultra Facial Cream has had a MTV makeover.

We have a lot to thank New York’s Kiehl’s for. They’ve cured our skin care qualms with their potions and kept us looking in our twenties when we feel like our youthfulness is diminishing as quickly as our bank balance. Now, they’ve tripled our gratitude. Kiehl’s have solved all our superficial problems and now they’re doing their bit for, well, humanity (no exaggeration) and helping us complete a good deed a day.

Selecting the MTV Staying Alive Foundation as their 2015 UK charity partner, Kiehl’s are joining the fight to combat HIV/AIDS. Supporting initiatives working towards stopping HIV before it even starts, the Foundation has seen 200,000 people get tested, dished out enough condoms to protect almost all of London (7 million, to be exact) and boosted the growth of - drumroll please - 538 awareness-raising projects.

Having already raised over $2,500,000 towards the cause in the last 10 years, Kiehl’s support of the Foundation continues their philanthropic work. Fronted by the Foundation’s ambassador, rapper and front-row favourite Tinie Tempah, Kiehl’s can’t-cope-without Ultra Facial Cream has had a limited edition makeover. Grab yourself a pot of the iconic 24-hour moisturiser and you’ll be donating towards preventing HIV/AIDS when you slather it on every morning before you’ve eaten your brekkie.

Photography Aleksandra Kingo Set Design Gemma Thérèse Pearce Words Lily Walker

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MTV RE:DEFINE

MTV RE:DEFINE ENTERED ITS FOURTH YEAR IN 2015.

The two-week contemporary art exhibition, organised in collaboration with the Goss-Michael Foundation and the Dallas Contemporary, had artworks from over 100 major contemporary artists and was rounded off with a gala and art auction, including music curated by artists Dan Colen and Nate Lowman.

The 2015 edition honoured the celebrated and influential artist and Royal Academician Michael Craig-Martin.

The show raised a staggering $2 million for the MTV Staying Alive Foundation and the non- collecting arts museum Dallas Contemporary.

The event will return for a fifth time in April 2016.

MTVREDEFINE.COM

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Alongside the new emoji keyboard, we aired a tongue in cheek short film that brought the emojis to life. The spot, conceptualised by Y&R NYC and directed by Oscar-winning film editor Angus Wall, went viral and reached over 4 million people online in 24 hours.

In addition, we launched a new global HIV fundraising and awareness campaign on World AIDS Day called ‘Hit Snooze’. Over 300 employees from Viacom and a number of partner organisations across 18 countries ‘hit snooze’ on their alarms to raise money for MTV Staying Alive and in return for a donation had 2 extra hours in bed.

WORLD AIDS DAY

ON THE 1ST OF DECEMBER, WORLD AIDS DAY, WE RELEASED A CUSTOM SAFE-SEX-FRIENDLY PHONE KEYBOARD WITH A SELECTION OF CONDOM EMOJIS. FREELY AVAILABLE FOR DOWNLOAD ON APPLE AND ANDROID, IT’S DESIGNED TO ENGAGE YOUNG PEOPLE IN A CONVERSATION ABOUT SAFE SEX.

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MEDIA COVERAGE + AWARDS

YOUNG NIGERIANS GET THE MESSAGE ON HIV TESTING

‘…On young girls and sugar daddies, on sexual violence and domestic abuse and the subservience of women – all of which contribute to the high HIV toll – Shuga comes out punching.’

MTV BRINGS SEXTING EMOJI TO FREAKY LIFE IN NEW SAFE SEX PSA

‘A new PSA campaign from MTV’s Staying Alive Foundation by agency Y&R New York takes a decidedly modern approach by taking popular emoji symbols for sex and bringing them to life.’

THE GUARDIAN, 30 NOVEMBER 2015 CO.CREATE, 1 DECEMBER 2015

THE MTV STAYING ALIVE FOUNDATION RECEIVED A LOT OF VALUABLE MEDIA ATTENTION IN 2015, IN PARTICULAR MTV SHUGA. PRESS COVERAGE OF MTV SHUGA HAS HAD AN AVERAGE PR VALUE OF $2.4 MILLION PER CAMPAIGN.

Best TV show in Africa at the Africa Magic Viewers Choices Award 2015

Three-time winner of World Media Award

MTV Shuga was the number one drama show every week on Africa’s biggest terrestrial TV channel SABC1 in 2015

AWARDS + RECOGNITIONS FOR MTV SHUGA

‘PREVENTION IS BETTER THAN CURE AND IN NIGERIA IN PARTICULAR THERE IS A TABOO IN TALKING ABOUT SEX. HIV IS THE SECOND BIGGEST KILLER OF YOUNG PEOPLE, ESPECIALLY IN AFRICA. I DON’T WANT THAT TO KEEP HAPPENING SO I’M USING MY FACE, MY VOICE AND MY REACH TO GET THE MESSAGE ACROSS.’

Tinie Tempah on why he decided to become an ambassador for MTV Staying Alive.

THE TIMES MAGAZINE, 22 MAY 201532M

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FINANCIAL UPDATE 2015*

CHARITABLE ACTIVITY: 88% OVERHEADS: 9% FUNDRAISING & MARKETING: 3%

EXPENDITURE: $4,509,555**

INSTITUTIONAL GRANTS: 54% EVENTS: 29% CORPORATE: 9% INDIVIDUALS: 8%

SOME OF CHARITABLE ACTIVITY EXPENDITURE WAS COVERED BY RESTRICTED DONATIONS RECEIVED IN 2015.

** The figures presented here are un-audited figures for 2015.

INCOME: $4,514,085

THIS INCLUDES $1 MILLION OF RESTRICTED FUNDING RECEIVED IN 2014 FOR CHARITABLE ACTIVITIES IN 2015

(INCLUDING $569,435 WORTH OF IN-KIND DONATIONS)

* The MTV Staying Alive Foundation is a global charity that is registered in the UK and in the USA. Due to charity laws in both countries, our audited accounts are separated. The figures above show our combined UK and US income and expenditure in 2015.

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THANK YOU

THE MTV STAYING ALIVE FOUNDATION WOULD LIKE TO SAY A BIG THANK YOU TO THESE PEOPLE AND COMPANIES FOR THEIR CONTINUED AND VALUED SUPPORT.

Aetna International Baker Botts LLP Belvedere Vodka Simon Bonham Carter, his family & friends CARDNO Classic BMW Dallas Jamie Cooper Becca Dudley Dallas Contemporary Displays Fine Art Services Durex Elleco Construction Experimental Table Fauxcades The Bill and Melinda Gates Foundation The Goss-Michael Foundation Guitar Hero

IC! Berlin Elton John AIDS Foundation Joule Elisabeth Karpidas Kiehl’s John Levene Life Ball National Agency for the Control of AIDS (NACA) NorthPark 50 Paddle 8 Papercity Magazine Proof Drinks Reckitt Benckiser RP Valet Nancy C. & Richard R. Rogers Shearman & Sterling LLP

Ross Bennet-Smith Standard Chartered Styloko Tallia Storm Tinie Tempah UNAIDS The United Nations Children’s Fund (UNICEF) The United Nations Population Fund (UNFPA) The U.S. President’s Emergency Plan for AIDS Relief (PEPFAR) Veuve Clicquot Viacom International Media Networks Victoria’s Secret Your Travel

PARTNERS + SUPPORTERS

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SUPPORT US

DONATE

If you’re inspired by what we do, and you’d like to support us, you can make a donation at: stayingalivefoundation.org/donate

CONTACT

To find out more about working together, please contact Sara Bowcutt: [email protected]

APPLY

To find out how you can apply for a Staying Alive grant, please go to: stayingalivefoundation.org/grants

MTV Staying Alive UK is a charity registered in the UK and USA: UK charity number 1140295 USA EIN Number 20-0957052

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Have questions about our grants? Interested in becoming a corporate partner? Want to fundraise for us? E-mail us at [email protected]

MTVSTAYINGALIVE.ORG

FOLLOW US

/company/the-mtv-staying-alive-foundation

/mtvstayingalive

CONTACT