Shuga
On December 1 which is observed globally as World AIDS Day, a new entertainment series will be introduced on MTV Base (DStv Channel 322) to engage Nigerian youths on HIV/AIDS prevention, teenage pregnancy and safe sex.
Courtesy of MTV Base and MTV Staying Alive Foundation, the television drama known as Shuga which previously played to millions of viewers across Africa for two seasons from its set in Nairobi, Kenya bars and clubs moves to Nigeria in its third season.
At an unveiling ceremony at the WheatBaker Hotel, Ikoyi-Lagos, the two lead sponsor organisations were joined by other partners including, the National Agency for the Control of AIDS (NACA) represented by the Director, Resource Mobilition, Dr. Emmanuel Alhassan, the Bill and Melinda Gates Foundation, represented by Dr. Mairo Mandaro and the US President’s Emergency Plan for AIDS Relief (PEPFAR) represented by Dr. Okey Nwanyanwu of the Centre for Disease Control and Prevention and the Country Director for PEPFAR to emphasize the 360-degrees nature which broadens the approach from focussing on HIV/AIDS to a life cycle campaign.
Alex Okosi, Senior Vice President and Managing Director, VIMN Africa, who expressed excitement over the launch of the series in Nigeria, said his organisation and MTV Staying Alive Foundation are set to tap into the creativity of Nigeria’s flourishing entertainment industry in the creation and realisation of the series.
“MTV Base is proud and excited to bring Shuga to Nigeria for the first time. We are delighted that this award-winning series and multimedia campaign will be using its muscle to shine a light on important public health issues affecting youth, and promoting meaningful behaviour change while leveraging Nigerian creativity and talent,” Okosi said.
Georgina Arnold, Executive Director, MTV Staying Alive Foundation also spoke about the ambition behind the launch while reeling out statistics from the Kenya campaign, stated that the foundation aims to provoke a significant positive shift in the sexual attitude of youths. She was optimistic that greater success will be achieved in Nigeria.
“We are combining these messages with stylish production, poignant storylines, believable characters and world class acting to make Shuga sweeten the pill and make an impact where other campaigns may have failed to resonate in the past,” Arnold said.
The Nigerian episode of Shuga will be shot and produced in Nigeria with a predominantly Nigerian cast and crew headed by Biyi Bandele, UK-based Nigerian author and filmmaker. Bandele is best known for his book, ‘Burma Boy’ and recently for directing the yet-to-be-released film on Chimamanda Adichie’s ‘Half Of A Yellow Sun’. He will direct the eight-part series.
The Nigerian episode of Shuga will be shot and produced in Nigeria with a predominantly Nigerian cast and crew headed by Biyi Bandele, UK-based Nigerian author and filmmaker. Bandele is best known for his book, ‘Burma Boy’ and recently for directing the yet-to-be-released film on Chimamanda Adichie’s ‘Half Of A Yellow Sun’. He will direct the eight-part series.
Bandele said he was “attracted to Shuga because I considered it a great project. It is doing something that no other television programme in Africa is doing right now.”
Also on Bankole’s team is award-winning scriptwriter, Kemi Adesoye who heads a team of Nigerian writers. Adesoye’s previous credits include screenplay for Kunle Afolayan’s ‘Phone Swap’, M-Net’s ‘Tinsel’ and ‘The Figurine.’
Also on Bankole’s team is award-winning scriptwriter, Kemi Adesoye who heads a team of Nigerian writers. Adesoye’s previous credits include screenplay for Kunle Afolayan’s ‘Phone Swap’, M-Net’s ‘Tinsel’ and ‘The Figurine.’
“I hope young people will learn, be entertained and ultimately change their lives. I would like Shuga to help start conversations between friends and families about issues relating to certain taboos, talk about HIV and about teen pregnancy,” said Adesoye.
Many established and upcoming Nigerian actors will feature in Shuga 3 which stars Nigerian actor and artiste, Ikubese Emmanuel Ifeanychukwu. Also in the third series will be Kenyan actor, singer and On-Air-Personality, Nick Mutuma, who was in series one and two.
A number of popular Nigerian musicians are expected to make cameo and acting roles in the footstep of EME stars, Banky W and Wizkid who were featured in Shuga2. It was learnt that the pre-production of the multi-episode drama is already well underway. Principal photography is scheduled to begin in August.
Other elements of the Shuga campaign will include a radio drama series, a peer educator programme, a comic book in Hausa and English, a mobile information service, social media and a range of digital platforms. The series will be shown by Nigerian terrestrial broadcasters and other MTV networks and third party broadcasters around the world.
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