Digital creative agency Public has created an online destination for MTV’s new show - Me, Myself & HIV. The website features a fun and educational Sex Test and the world’s first real-time HIV testing map – aimed at encouraging young digital-savvy individuals to take an HIV test – a vital endeavour given that one person is infected with HIV every 12 seconds.
The site, which is in partnership with UNAIDS, launched on November 29th, in time for the show’s premiere on MTV channels on December 1st, World AIDS Day. Edgy, entertaining and enlightening, Me, Myself & HIV follows the lives of Slim – a 21 year-old aspiring DJ and music producer from Zambia, and Angelikah - a 25 year-old college student from the USA.
The show follows them as they tell their stories from the very beginning: why they decided to get tested, to life immediately after getting their results, right through to the present day where the audience get to see the complications that HIV adds to people’s everyday lives when it comes to dating, work and friends. The online arm to the show aims to educate audiences about HIV and give them a real understanding as to why it’s important to regularly get tested.
The site - staying-alive.org/hiv - features show-related content including exclusive videos and interviews, detailed character information and real-life HIV testing experiences, as well as a mix of serious and fun tools encouraging people to get tested, such as the Sex Test.
The Sex Test asks a number of HIV and sex related questions, all of which are designed to test the audiences’ knowledge – examples include, “What’s the term for someone who has sex with both men and women?” and “Can you catch HIV from a mosquito bite?”, the aim is to educate users as well as engage them in a fun way. Users get a score at the end of the test, which they can then send to friends or post to Facebook and Twitter, encouraging friendly competitiveness among social networks.
On the homepage of the site, users will find a real-time HIV testing map, showing how many people from each country have already pledged to get tested and how many people have ‘spread the word of the campaign through social media and email. They can then pledge to be tested themselves or use the ‘ask the doctor’ function to post any questions they may have about HIV and safe sex. The show targets young people globally and will be aired on 38 MTV channels in 151 countries, as well as through a network of 126 third-party broadcasters.
Me, Myself & HIV will be broadcast on 1st December on MTV UK at 11pm and is part of MTV’s wider Staying Alive Campaign.
Julie Allen, Head of Creative and Digtial, Social Responsibility, MTVNI commented: We are excited to have such a dynamic online space for our audiences to visit once they’ve watched Me, Myself & HIV. We see this site very much as an extension of the show – it’s an opportunity for them to catch up with the characters, interacting with them and learning from them.
"We want the impact of this show to continue long into the new year – and we think we’ll achieve this with the dynamic and fun interactive tools we have available on this site. Luiz Loures, Director of the Executive Office at UNAIDS, added: “We know that mass media initiatives can help change norms and behaviors that put young people at risk of HIV infection. That is why partnerships like the one with MTV Staying Alive is key to realize the UNAIDS vision of zero new HIV infections.”