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MTV's Staying Alive Marks Ten Years of Empowering Young People in Their Fight against HIV and AIDS
Date:11/10/2008

MTV GLOBALLY PREMIERES ORIGINAL HIV / AIDS PROGRAMMING ON WORLD AIDS DAY

HOUR LONG SPECIAL: THE DIARY OF KELLY ROWLAND

It's about education. It's about empowerment. It's about opening dialogue.

LIVERPOOL, N.Y., Nov. 10 /PRNewswire-FirstCall/ -- To mark 10 years of dedication and commitment in the fight against HIV/AIDS, MTV Staying Alive has produced an enlightening documentary starring global superstar, founding member of Destiny's Child and recently appointed Staying Alive Foundation Ambassador, Kelly Rowland. The Diary of Kelly Rowland and other Staying Alive programming will air on MTVs around the world during World AIDS Day on Monday, December 1.

Every day young people encounter pressures that put them at risk of contracting HIV/AIDS and these pressures change depending on age, socio-economic factors and even time of day. 30 million people are infected with HIV globally out of which nearly 12 million young people (15-24) already have the disease. Women account for more than half of all these infections and everyday 6,000 young people are infected.

For ten years, Staying Alive has been relentless in its commitment to fighting this epidemic. Given the shocking statistics, the tremendous pressure faced by today's youth and the taboo nature of the topic, it is essential to reach youth on multiple levels and get the topic out into the open. In recognizing this complexity, Staying Alive pursues a strategy of combination prevention messaging. Through a multi-faceted approach, messaging can be reinforced through a variety of mediums, increasing the likelihood of effectiveness. This strategy involves original programming, partnerships with youth brands, competitions, public service announcements, websites, teaming up with celebrities, blogs, grants to youth-led grassroots initiatives through the Foundation -- this is what Staying Alive has been doing for 10 years.

As part of MTV's global programming efforts to support Wor
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SOURCE MTV Networks International
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