MTV Latin America, Population Media Center And The United Nations
Population Fund Launch Multiplatform Campaign SexySex To Empower
Young People On Sexual Health And Violence Prevention
MIAMI,
Dec. 3, 2012 /PRNewswire/ -- MTV
Latin America, Population Media Center and the United Nations
Population Fund (UNPF) expand the social efforts of the network's
new novela, "Ultimo Ano" with the launch of the SexySex campaign.
The new initiative encourages young people to get informed on the
issues of sexual health and domestic violence, while providing a
call-to-action. The multi-faceted campaign includes PSA's featuring
cast leads, sexual health trivia powered by StayTeen.org and an
engaging digital destination that includes video clips and
exclusive photos from the novela along with available methods of
prevention and accessible counseling services throughout
Latin America.
"Ultimo Ano" introduces a first-ever initiative for
MTV Latin America, uniting network writers and researchers from
Population Media Center (PMC) to produce
entertainment-education content, where characters were
developed to evolve into role models for the audience,
encouraging the adoption of healthier behaviors to
benefit individuals and their societies. The new campaign aims to
reduce the alarming statistics around teen pregnancy, sexual
health, STDs and HIV/AIDS, domestic violence and child abuse among
Latin American youth.
"Social responsibility is always at the forefront of
our brand, and our content continues to serve as a credible and
valuable space to engage, educate and help shift the mindset of
Latin American Youth," said Mario
Cader-Frech, VP of Public Affairs for
Viacom International Media Network's – The Americas. "In
Colombia, women are experiencing
domestic violence at a rapid rate and 1 in 5 births are a result of
teen pregnancy - it's our duty to empower young people with the
right tools and resources to experience a more positive
adolescence."
"Population Media Center is excited about the success
of 'Ultimo Ano,' and this unique private-public partnership with
MTV, to create a telenovela and website that not only engages
viewers but also brings real social issues to the center of the
conversation between characters and audiences alike. 'Ulitmo Ano'
has brought important issues like domestic violence, teen
pregnancy, STD prevention, safe sex, healthy relationships, and
cyberbullying to the surface, and our accompanying website SexySex
provides audiences with real life information and resources on the
issues addressed in the novela. Audience's throughout
Latin America are commenting and
writing about the impact and relevance of the social issues raised
in the novela." Katie Elmore Mota,
Vice President for Communications and Programs, Population Media
Center.
"Few young people receive adequate preparation for
their sexual lives. This leaves them potentially vulnerable to
coercion, abuse, unintended pregnancy and sexually transmitted
infections (STIs). The case of Mexico reflects what is happening in many
other Latin American countries: one in four adolescents experience
unmet needs for modern contraception and only 38% of adolescents
use condoms in their first sexual experience," Diego Palacios Jaramillo. "UNFPA Mexico welcomes
'Ultimo Ano' as a meaningful effort to provide young people with
knowledge and useful references to make informed decisions about
their sexuality and enable them to avoid unwanted pregnancies,
improve their sexual and reproductive health and protect themselves
against STIs, including HIV." He added.
Set in the world of adolescence, and
driven by a conniving foreign exchange student who
tries to deceive and manipulate the lives of his new host family
and friends. Martin, an apparently ideal teenager, arrives at an
elite school as part of a student exchange program. He
lives with Benjamin, a popular kid who takes him under his wing and
transforms him into his best friend. Both fall in love with
the same girl. And mistrust develops, when a
conniving Martin steals his friends, his popularity and his entire
life. Faced with disbelief from family and friends, Benjamin begins
to wage a solitary battle at unmasking the real
Martin. Series is produced by Argos Productions.
Viacom International Media Networks
The Americas, a unit of Viacom Inc. (NYSE: VIA,
VIA.B), owns and operates the company's portfolio of entertainment
brands which include MTV, Nickelodeon, Comedy Central, VH1, and
their respective properties in Spanish speaking Latin America as well as Viacom Networks
Brazil. Additionally, the portfolio includes Tr3s: MTV, Musica0020y
Mas in the US, which targets a broad US Hispanic audience, and MTV
Networks International's programming partnerships in Canada with Corus Entertainment for
Nickelodeon and CTV Globe Media for MTV, Comedy Central and Vh1.
The company's emerging multiplatform businesses include RED Viacom
with 20 Music, Kids & Family, Tweens, Gamers and Entertainment
websites as well as the high definition offer with MTV Live HD,
NickelodeonHD and VH1HD throughout Latin
America. VIMN The Americas also serves the growing number of
digitally connected consumers via its websites:
mtvla.com,
mundonick.com,
comedycentral.la,
comedycentral.com.br,
vh1la.com,
vh1brasil.com.br, tr3s.com,
mtv.ca and
nickcanada.com as well as through its
broadband and community sites:
mtvrevolution.com,
mundonick.com/nickturbo,
mtvmusica.com, neopets.com
and mtvdemo.com.
Population Media Center uses
entertainment media to change cultural attitudes and individual
behavior with regard to health and social issues. To achieve
this, PMC uses long-running serialized melodramas written and
produced in participating countries by local people in local
languages. Characters are created that gradually evolve into
positive role models for the audience. The emotional bonds
that the audience forms with the characters and stories help
inspire audiences to make positive changes in their
lives. PMC's serial dramas have addressed issues such as: the
use of family planning, reproductive health, avoidance of AIDS,
elevation of women's status, protection of children, and related
social and health goals, depending upon the relevance of each to
the policies of the country in which PMC is
working. PMC has now worked in 27 countries.
Scientific research has shown that PMC's programs lead to
population-wide behavior change.
SOURCE MTV Latin America