Impact Evaluation of the MTV Shuga Drama Series

MTV Shuga TV Drama Impact Evaluation in Nigeria (2014-2015)

Shuga is a behavior change TV drama aimed at young people that promotes awareness and positive social norms and attitudes related to HIV prevention and HIV counseling and testing, sexual and reproductive health, stigma associated with HIV/AIDS, and violence against women.

The Impact Evaluation aims to study the impact of the drama series on young people in Nigeria aged between 18 and 24 and living in urban or peri-urban areas.

The design of the evaluation was experimental. Film screenings were organized in 80 locations across several towns in South-West Nigeria. Each location was defined as the area around a screening center that hosts 3 screenings over a period of 4 weeks. Young people residing in households located in the vicinity of each screening center are being invited to attend. 
The film projected differed across locations: two thirds were randomly selected to either show Shuga or another film that did not contain any messages related to HIV/AIDS or violence against women (a placebo screening). The young people who saw the other film formed our comparison group.

The specific objectives of this consultancy were: (i) implementation of baseline and follow-up surveys  (sample –all 6288 baseline respondents + an additional 1378 friends to increase the study’s power to detect spillover effects, totaling 7666 people); and (ii) collection of biological specimens and testing for chlamydia infection (sample – the 5166 main study participants); sample collection were done at health camps. These two activities were carried out in parallel according to a set protocol and following a certain implementation schedule.

Hanovia conducted data collection with a recovery rate of 96.7 percent of main respondents interviewed at baseline. Health camps were also organized to test respondents on sexually transmitted disease (Chlamydia) between May and August 2015.

Biomarker Pilot Study on Prevalence of Sexually Transmitted Infections Among 18 -25 years old in South –Western Nigeria (2015)

Prior to the endline survey of the IE, Hanovia conducted a biomarker pilot which aimed at informing the follow-up survey by identifying which STIs are more prevalent in the target population and what factors and incentives reduce attrition rates to STI testing. The overall goal of the pilot study was to determine what STIs to test for during the follow-up survey and what testing methods are most acceptable to the target population. The pilot study involve collection of biological specimens and biomarkers for 5 STIs; (i) Chlamydia; (ii) Gonorrhea; (iii) Syphilis; (iv) Trichomonas; and (v) HSV -2 (Herpes Simplex II).

Watching MTV’s ‘Shuga’ Dramatically Reduces Your Chances of Getting Chlamydia