Branding, Digital Marketing, Identity, SEO


MTV Shuga

Changing perceptions and behaviours

MTV Shuga is an award-winning TV drama that first aired in 2009 and went on to become an international hit. The show was the driving force behind a multi-channel campaign to raise awareness about responsible sexual behaviour for young people across Africa. 

We stepped in with designer Rich Brown to build the website at the heart of the campaign. We needed to create something that lives up to the hype of the TV series, so our approach focused on UX to encourage interaction, making the experience fully immersive and relevant.


The new MTV Shuga website helped the global marketing teams to make sexual health engaging and accessible in numerous languages. Off the back of the site’s success, MTV have launched shows in Ivory Coast and South Africa and we are currently deep into development for a sister site for India. The show is viewed by over 720 million people across 70 countries with an estimated 100 million in India alone.


drop in STI's

among women according to a Nigerian study. It also concluded that that young people who were aware of MTV Shuga were twice as likely to get an HIV test.

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