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Since it launched in 1998, MTV's award winning Staying Alive campaign has become the world's largest youth focused HIV and AIDS prevention campaign. The multi-media campaign consists of documentaries, public service announcements, youth forums and web content produced for young audiences worldwide. In order to reach as many households as possible globally, all Staying Alive content is available to third party broadcasters rights-free.
The success of Staying Alive is owing to its retained set of core beliefs and values - that change lies in the hands of young people. If the dynamics of the HIV epidemic are really to alter, then it is imperative that this generation be informed and empowered.
The Staying Alive campaign is a partnership between MTV Networks International, UNAIDS, UNICEF and PEPFAR. Staying Alive has also partnered with, SIDA, CIDA, the World Bank, the Bill and Melinda Gates Foundation among others.