This case examines the role that MTV, with its heavy diet of music and general youth media content, plays in the dissemination of public service messaging contain the HIV / AIDS around the world. There is a particular focus on its efforts in several emerging markets, particularly in Africa, who have severe disease. MTV has developed a DNA of social advertising that claims related to its central high risk client base. As the core of the strategy for a nonprofit company as MTV? What role can a multinational play in promoting the development of "soft" health infrastructure in emerging markets? "Hide
by Tarun Khanna, Sonali R. Bloom, David E. Bloom Source: Harvard Business School 28 pages. Publication Date: August 28, 2008. Prod. #: 709429-PDF-ENG
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