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About MTV: It's Your (Sex) Life

Since 1997, the Kaiser Family Foundation has partnered with MTV to undertake an extensive Emmy and Peabody Award-winning public information campaign to address pressing sexual health issues facing young people in the U.S. notably: HIV and other STDs. When it launched more than ten years ago, the partnership represented a new model for working with popular media to advance important social issues. Today, it continues to lead the way in using new media strategies to reach young people with critical health information.

MTV and the Kaiser Family Foundation, working with Planned Parenthood Federation of America and other partners nationwide, bring you GYT ("Get Yourself Tested"), a special promotion of IYSL to inform young people about STDs and normalize testing. Learn more.

 
GYT: Get Yourself Tested

Get Yourself Tested Logo 

 
Campaign Components

The campaign takes a multi-platform approach to providing information, using online and mobile technologies as well as MTV's core on-air assets. Messaging is integrated across programming genres including public service advertisements (PSAs), long-form documentary and entertainment programming, and news segments. The campaign engages MTV audiences through social networking, user generated content, and high-profile contests. It's Your (Sex) Life (IYSL) also provides young people with extensive free informational resources including a dedicated Web site and cell phone text messaging service providing access to HIV testing site locations.

It's Your (Sex) Life Highlights Reel - Watch
 
The Messages
  • Communicate
  • Delay & Reduce
  • Protect
  • Test
 
The Need
It's Your (Sex) Life addresses pressing sexual health issues facing young people in the U.S., notably HIV and other STDs and unintended pregnancy. As compared to other developed nations, the U.S. has among the worst outcomes where sexual health is concerned. Nearly one in three young women in the U.S. today will get pregnant before the age of 20. One in four will get a sexually transmitted disease - and most won't know it, increasing the risk for long-term health consequences. Further, following many years of reductions in sexual activity among teens and increases in condom use by those who did have sex, more recent data indicates a flattening of these trends.
  • Fact Sheet : Sexual Health of Adolescents and Young Adults in the United States
 
Research
 
Awards

 
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