How and why is MTV involved in the Staying Alive Foundation?
In 1998, MTV launched the Staying Alive campaign, which is today the world’s largest, youth-focused, HIV & AIDS prevention mass media campaign. Following the success of the campaign, the Staying Alive Foundation was launched in 2004 by MTV as a public charity to support young people engaged in grassroots HIV and AIDS prevention projects to take forward and expand the work of the Staying Alive campaign. Even though SAF is an independent charity, MTV hosts and supports SAF in a variety of ways. The SAF board includes several MTV employees.
