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Report

 

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Authors
Waszak Geary, Cindy; Hally Mahler; William Finger; and Kathleen Henry Shears
Title
Using Global Media to Reach Youth: The 2002 MTV Staying Alive Campaign
In
Youth Issues Paper 5
Imprint
Family Health International, YouthNet Program, Arlington, 2005, 26 pp
Description

Groups contributing to the 2002 Staying Alive campaign included the Bill and Melinda Gates Foundation, the Kaiser Family Foundation, Levi's Jeans, Population Services, International's YouthAIDS project, YouthNet, and Family Health International. Reproduced with kind permission of Family Health International.

Abstract

"This paper summarizes findings from an evaluation of the 2002 campaign, suggesting that a global youth culture exists. The study found clear evidence that this massive global campaign had significant impact on interpersonal communications about HIV/AIDS and also affected social norms in some cases."

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