A television drama that began in Nairobi in 2009, Shuga Global has since grown into an international campaign tackling health and social issues affecting young people.
Now, the UK-based organisation behind the franchise has brought Yvonne Okwara on board in a new role, raising questions about its global reach, history and plans for the future.
The organisation appointed Kenyan journalist Yvonne Okwara as its Head of Investments and Partnerships on October 28, 2026, in a move it said would help it build strategic relationships, mobilise resources and reduce reliance on traditional grants.
In its announcement, Shuga Global said the appointment reflected the need to find opportunities for wider reach beyond grant-dependent funding. The organisation described Okwara as experienced in corporate communications, fundraising and government relations.
“This is why we are beyond excited to introduce our new Head of Investments and Partnerships, Yvonne Okwara. Yvonne joins Shuga as a celebrated corporate communications expert, a fundraising maverick and an authority on government relations,” Shuga Global said.
The appointment offers a glimpse into an organisation whose work began with a television drama filmed in Kenya and developed into an international campaign using entertainment to communicate health and social messages.
How Shuga Began in Kenya
Shuga television series was launched in 2009 by the MTV Staying Alive Foundation. Its first season was set and filmed in Nairobi, using the experiences of young characters to explore HIV, relationships and sexual health.
The production starred Lupita Nyong’o and followed a young woman as she navigated her ambitions and relationships. Rather than delivering health information as a classroom lesson, the series incorporated the issues into its characters’ experiences and decisions.
Researchers later evaluated the programme’s third season, filmed in Nigeria in 2013, according to the Abdul Latif Jameel Poverty Action Lab (J-PAL). Their findings showed that viewers had greater knowledge of HIV, were more likely to report getting tested and had more positive attitudes towards people living with HIV.
Women who watched the series were also less likely to test positive for chlamydia than those who did not.
Those findings helped demonstrate the potential of using entertainment to communicate public-health messages and informed efforts to expand the programme.
From MTV Shuga to Shuga Global
After its Kenyan beginnings, the franchise expanded into other countries, including Nigeria, South Africa and Côte d’Ivoire, with its adaptations reflecting local experiences while retaining a focus on health and social issues affecting young people.
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The franchise also expanded beyond television into other formats and community engagement.
According to Shuga Global’s official website, its approach combines mass-media content with partnerships involving nongovernmental organisations, service providers and young people.
It also supports local production companies and young creators to develop stories rooted in their communities.
The organisation was formerly known as the MTV Staying Alive Foundation. In April 2026, it announced its rebrand as Shuga Global, signalling a new phase in its work and the expansion of its storytelling beyond the established television franchise.
This rebrand followed the conclusion of its partnership with Paramount at the end of March 2026, according to an announcement reported by KBC Digital. The organisation said it would continue working with new partners and supporters as it developed its programmes.
Shuga Global’s current website lists Kenya, Nigeria, South Africa, India, the United States and Côte d’Ivoire among the places where it works.
What Is Known About Its Funding?
Shuga Global’s predecessor received grants and other support for specific projects.
In 2021, the Global Innovation Fund announced a US$675,000 grant to support the expansion of the Shuga campaign.
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The announcement also identified organisations including Unitaid, the Anglo American Foundation, Johnson & Johnson, the David and Lucile Packard Foundation, Paramount Global, and Viacom18 as supporters and partners associated with the campaign at the time.
Unitaid also supported an HIV self-testing and prevention project involving MTV Shuga.
Why Yvonne Okwara’s Appointment Matters
Okwara’s role comes as Shuga Global seeks to strengthen its financial sustainability and broaden the resources available for its work.
In its October 28 announcement, the organisation said she would focus on building strategic relationships, unlocking funding opportunities and mobilising resources to support its operations and long-term objectives.
“As Shuga Global rebrands and expands its worldwide reach, Yvonne will leverage her expertise in business, policy, and social impact to build strategic relationships, unlock funding, and mobilise resources.”
The appointment places partnerships and resource mobilisation at the centre of the organisation’s next phase. Its stated ambition is to extend its reach while continuing to use storytelling and community engagement to help young people make informed decisions about their health and wellbeing.
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