MTV Staying Alive

Staying Alive currently reaches 64% of the world's TV households and 90% of the top 50 AIDS-affected countries. Its distribution reach extends to thirteen countries in the world. Staying Alive does this, not only through MTV's extensive global reach but also through its rights-free strategy, enabling all broadcasters around the world to air Staying Alive content at no cost.

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.[3] 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. Staying Alive is now the world's leading media response to HIV and AIDS, developing widely recognized cutting-edge products as part of its comprehensive approach. 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.

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.[4]

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 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.

• The Mpowerment Project
• Advocates for Youth