In a distinct and ambitious drive to inform and educate around healthier social norms, break societal stigmas and give voice to some of the most taboo topics for young people, The MTV Staying Alive Foundation, partnering with Viacom18, brings a new campaign to India in January 2020. “MTV Nishedh”, will focus on fostering healthier attitudes and behaviours and removing the stigma surrounding several health-related issues, including sexual reproductive health and wellbeing, contraceptive care, tuberculosis (TB) and nutrition.
Sudhanshu Vats, Group CEO and MD, Viacom18: “I’ve always believed that doing good is good for business. We have, since inception, created content on social causes and built a successful broadcast business around it – from Balika Vadhu to Shakti to Laado – we have covered a gamut of socially sensitive issues through our TV content. Furthermore, through our youth brand MTV, we continue to create multimedia campaigns, over and above our TV shows, that highlight various social themes. We have explored issues as diverse as women’s empowerment to sanitation through our films like Queen and Toilet: Ek Prem Katha. This business philosophy of doing good was underscored last year when BMGF worked with us to bring forth a behaviour change content series called Navrangi Re! on the issue of Fecal Sludge Management. The sheer number of social organizations and like-minded corporate who are partnering us to launch MTV Nishedh bears testimony to its scale.”
Georgia Arnold, Executive Director of The MTV Staying Alive Foundation and Executive Producer of MTV Nishedh said, “MTV Nishedh marks an exciting point in The MTV Staying Alive Foundation ’s journey. Bringing the highly successful MTV Shuga model to India facilitates young Indians to take up more space on issues affecting their everyday lives. The power of MTV Nishedh is in its reflection of real life – we engage young people in all stages of its development to ensure the stories are relatable, entertaining, and highly engaging. Crucially, all of our content drives the audience to health services where they can receive valuable help. We believe MTV Nishedh has the potential to be a genuinely relevant cultural asset, as well as a successful public health campaign.”
Known for her association with social causes and strong performances in films addressing issues of significance, award winning film actor Bhumi Pednekar has lent her support to the MTV Nishedh campaign. Speaking about her association with the campaign, Bhumi said: “I strongly believe that young people in India are going through a tremendous change be it political or social. At a time like this, it is important that they are aware of their sexual rights as well as other issues like TB and nutrition that impacts their health. MTV Nishedh is a great platform that lends voice to these issues and I am happy to partner with the campaign that creates further awareness.”
Archna Vyas, Deputy Director of Bill and Melinda Gates Foundation (BMGF), said, ‘India’s youth population is the engine of economic and social progress. When youth have access to tools and information that enable them to make decisions about their health — which includes understanding of reproductive health issues, adequate nutrition and combating infectious diseases — we set them up for productive futures. Our investments in MTV Shuga demonstrated shifts in beliefs, attitudes and health seeking behaviours. We are confident that MTV Nishedh will break stereotypes, address myths and misconceptions associated with health, to secure the future wellbeing of our Indian youth.’
Dr. Yasmin Haque, UNICEF India Representative, said, “Stories that touch hearts have the power to influence behaviours. UNICEF is happy to support MTV Nishedh through its innovative TV series to focus attention on issues like adolescent anemia. We are confident that the show will go a long way to improve awareness among young people on the importance of their own nutrition.”
The show will air every Saturday and Sunday starting 25th January at 8PM and on COLORS Rishtey from 1st Feb, every Saturday and Sunday at 10:30PM.
