Now, first question, what is Sugar, and why have we changed? Do you wanna take a stab at that?

Sure, I can say, I can say that.

So, uh, MTV Staying Alive formally, um, started off in 1998 as a, as a campaign to support build the awareness of young people.

Uh, this was at the height of HIV and AIDS, and recognizing that a lot of young people don't have access to information, um, we started off with a docuseries, uh, some, some short films just to share information.

That soon changed with time because we realized that h- having content was just not the end of it.

It's how we actually engage with young people to ensure that the storytelling itself will not only reflects their lived experiences, but helps them, uh, build agency to make informed choice.

So, uh, Sugar was born in 2009 in Kenya.

Mm