MTV LatAM ‘ MTV Grita’ Social Responsibility Initiative .

Continuing its commitment to raising the consciousness and awareness of Latin American youth, MTV Latin America announces the launch of “MTV Grita” (MTV Speaks Up) – a social responsibility initiative designed to encourage young people to speak up and get informed about the issues they care about and inspire them to make a positive difference in their lives and in their communities. The first campaign under the “MTV Grita” umbrella, “Sé(x) tu Mismo” (Be Yourself Sexually), premiered this month on MTV Latin America and MTVLA.com.

The pan-regional campaign, which consists of true life testimonials (PSAs) from Mexican and Argentine youth, forms part of a long-term initiative that seeks to create and raise awareness among young people about their sexual health and provide them with relevant data from which they can make informed choices. The testimonials reveal candid unscripted accounts of young Latin American’s sharing their sexual health experiences in an up front honest fashion in order to encourage young people in the region to speak up about these issues. Among the subjects that will be addressed in the campaign are communication, responsibility, sexual and reproductive rights, sexual identity, STD’s, HIV/AIDS, pregnancy and violence.

“In Mexico and Argentina, when the average age of sexual intercourse is 16[1] and 17[2], there’s no question that sexual health issues are top of mind for our audience,” commented Antoinette Zel, President MTV Networks Latin America. “‘Sé(x) tu Mismo’ is about helping young people be smart and responsible about their bodies. We are incredibly proud of this campaign and hope that the honesty conveyed in the testimonials of its first phase and the information we make available will empower young Latin Americans and let them know that they are not alone when it comes to their sexual health.”

The launch and first phase of “MTV Grita: Sé(x) tu Mismo” is sponsored by the Levi’s® Brand Latin America in conjunction with Mexican non-governmental organizations, Mexfam and Population Council. In addition to the testimonials, the campaign will also exist on the network’s website, MTVla.com where the audience will have access to information including: information about “MTV Grita: Sé(x) tu Mismo”, a comprehensive sex quiz, resource links, chat room, telecast dates and links to related specials/programs including Staying Alive, MTV International’s HIV / AIDS initiative; and links to printable health materials. Since launch, more than 6,000 kids have logged on to the MTV Grita website to take the sexual health quiz. The survey results will be used to identify next steps and find better ways to address the issues expressed by young Latin Americans. In addition, the testimonials will be made available rights free to broadcasters throughout Latin America in an effort to increase the impact of the campaign.

On a grass-roots level, the campaign will also include the distribution of sexual health related materials through various MTV.