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  • August 2008 (Revised September 2009)
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Sex, Drugs, and Rock 'n Roll: The MTV Approach to Tackling HIV/AIDS

By: Tarun Khanna, Sonali R. Bloom and David E. Bloom
  • Format:Print
  • | Pages:28 
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Abstract

This case explores the role that MTV, with its heavy diet of music and general youth-oriented media content, plays in spreading public-service messaging to contain the scourge of HIV/AIDS worldwide. There is a focus especially on its efforts in several emerging markets, particularly the parts of Africa that have a heavy disease incidence. MTV has developed a DNA of public service announcements that it claims are of central relevance to its high-risk customer base. How core is this to the strategy of a for-profit firm like MTV? What role can a multinational play in helping develop the health care "soft" infrastructure in such emerging markets?

Keywords

For-profit Firms; Developing Countries And Economies; Multinational Firms And Management; Health Care And Treatment; Emerging Markets; Corporate Social Responsibility And Impact; Corporate Strategy; Health Industry; Africa

Citation

Khanna, Tarun, Sonali R. Bloom, and David E. Bloom. "Sex, Drugs, and Rock 'n Roll: The MTV Approach to Tackling HIV/AIDS." Harvard Business School Case 709-429, August 2008. (Revised September 2009.)
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About The Author

Tarun Khanna

Strategy
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