The Jakarta Post
The rapid growth of information and communication technology (ICT) has generated a wide range of new, digitally focused approaches to address social and behavioral change.
During the second day of the International Social Behavior Change Communication (SBCC) Summit in Nusa Dua, Bali, abundant ideas and initiatives on how to achieve social and behavioral change — including through the use of mobile phones, video, television soap operas and social media platforms — were explored.
Georgia Arnold, executive director of MTV’s Staying Alive Foundation and MTV Shuga, shared her experience in working and training youth-led projects in over 70 countries and raising funds of over US$6 million to support 200 HIV-based organizations around the world.
“Our programs have shifted the behavior of millions of youths around the world toward staying healthy, active and productive, especially in HIV prevention efforts,” she said.
One of the programs is the production of MTV Shuga, a TV drama that follows the lives of a group of young friends as they encounter sexual, social and educational challenges throughout their adolescent years. It has been broadcast in 61 countries across the world, shown on 179 channels and reached over 720 million people.
MTV Shuga is a 360-degree mass media campaign that uses the power of entertainment to generate positive sexual and reproductive health outcomes amongst young people.
In Indonesia, UNICEF and the Health Ministry have developed and implemented the communication strategy on the Immunization of Measles Rubella (MR) program covering 35 million children in 119 districts in two months.
The strategy includes major religious organizations, the use of relevant fatwa supporting immunization, key testimony from religious leaders and announcements at mosques dispelling the myth that vaccines are haram.