Years before she won an Oscar, Lupita Nyong’o played a university student in a Kenyan television drama about love, sex and HIV. The show was MTV Shuga, launched in 2009 by the MTV Staying Alive Foundation to talk to young Africans about sexual health in a way that felt real rather than preachy. Over more than a decade, it travelled across the continent and became one of Africa’s most successful public health dramas.
The idea and the first countries
The show used entertainment to deliver health messages. Instead of lectures, it offered stories about relationships, peer pressure, HIV testing, contraception and gender-based violence. The first seasons were set in Nairobi. Lupita Nyong’o appeared in the first season, years before her role in 12 Years a Slave. The show moved to Lagos in 2013, where several seasons were produced. The Nigerian seasons featured young actors and musicians who went on to bigger careers.
Shuga Down South, set in South Africa, followed, dealing with issues specific to young South Africans.
Côte d'Ivoire, research and careers
Later seasons were made in Côte d’Ivoire, reaching French-speaking audiences in West Africa. During the COVID-19 pandemic in 2020, the producers made MTV Shuga: Alone Together, a series of short episodes filmed by actors in their own homes. Studies of the show’s impact found that viewers were more likely to get tested for HIV and held more accurate knowledge about sexual health.
The show was broadcast free to air on many African channels and streamed online, helping it reach a large audience. Radio dramas, peer educators and community events supported the television series. Many actors from the show went on to work in Nollywood, international film and television.
Criticism, music and funding
Some conservative groups objected to its frank treatment of sex, while supporters said honesty was the point. The show used popular African music in its soundtracks and featured musicians in cameo roles, which helped attract young viewers who might never have watched a health programme. The series was funded by health organisations and donors as well as MTV, which allowed it to be offered free to broadcasters.
MTV Shuga was meant to change behaviour, not to make stars. It ended up doing both, and its first season gave the world an early look at a future Oscar winner.
