Publications
Publications
- August 2008 (Revised September 2009)
- HBS Case Collection
Sex, Drugs, and Rock 'n Roll: The MTV Approach to Tackling HIV/AIDS
By: Tarun Khanna, Sonali R. Bloom and David E. Bloom
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.)