The MTV Shuga Naija Peer Education Project is funded by the Bill & Melinda Gates Foundation (BMGF) and the children’s Investment Foundation Fund (CIFF). The project is led and implemented by MTV Stay Alive Foundation (MTV SAF) and Society for Family Health in Nigeria. The project aims to improve knowledge, attitudes and behaviour with regards to reproductive health with a particular focus on adolescent girls (15-19) and young women (20-24).

MTV Shuga adopts the use of mass-media approach as a means to educate at-risk youth on reproductive health and HIV/AIDS awareness. The project also ensures that this education is followed through a voluntary uptake of referral to health and social services, with the proven impact of demand-creation among our audience using the MTV Shuga Naija TV Series.

The project works with selected community members that are role models who can serve as Peer Educators. The peer education activities are currently conducted in three priority states; Lagos, Kano and Kaduna.