SexySex (Ultimo Año)

To develop the original story, PMC provided training in the Sabido methodology to the creative team, provided ongoing creative and technical input on the series and issues, and developed and managed the research surrounding the campaign. The objective of this partnership is to create an entertaining story with realistic characters and storylines that are daring, realistic, and cutting-edge that adolescents can relate to positively. To encourage the audience to adopt healthier behaviours to benefit individuals and their societies, characters were developed to evolve into role models for the audience. Ultimo Año examines the lives of Mexican teenagers attending an elite high school. As part of an exchange programme, a popular student named Benjamin hosts a new student named Martin in his home. Benjamin takes Martin under his wing, and the two quickly become friends. When both Benjamin and Martin fall for the same girl, the friendship takes a turn for the worse. A conniving Martin sets out to steal Benjamin's friends, his popularity, and his life. When nobody believes Martin's true intentions, it is up to Benjamin to reveal the truth behind the seemingly ideal exchange student.

The SexySex campaign draws on Ultimo Año with additional content that uses the show's characters to encourage young people to become informed on the issues of sexual health and domestic violence, while providing a call to action. The multi-faceted campaign includes public service announcements (PSAs) featuring cast leads and sexual health trivia. The SexySex website (in Spanish only) includes video clips and photos from the novela, along with information about available methods of prevention and accessible counseling services throughout Latin America. Designed for audiences in Mexico with some information for Latin America, its purpose is to provide audiences with real-life information and resources on the issues addressed in the novela. The main focus is on connecting the audience with important resources and service points so they can find the help they need to access birth control, get help with domestic violence, or find emergency contraception, etc.

Organisers are launching a new version of SexySex following MTV Tr3s's airing of Ultimo Año. All of the resources, statistics, and information will be tailored for US audiences and will be designed to connect them to resources in the US. This means that, although the novela is being aired in Spanish, SexySex is being made available in both English and Spanish, and organisers will be posting key clips of the novella that deal with social issues on the website, as well - with English subtitles.

Youth, Gender, Women, Reproductive Health, Health, HIV/AIDS.

According to PMC, "[t]here is a critical need to change social norms regarding contraception and family planning among adolescents and young adults in Mexico. Today in Mexico, there are 68.5 pregnancies per 1,000 women aged 15 to 19 (although the 2010 Global Gender Gap report puts this figure as high as 82 births for every 1,000), a figure similar to that of the United States. Even though Mexico has made strides in the last ten years on reducing the rates of teenage pregnancies, there are still barriers preventing young women from accessing contraceptives and family planning services. Furthermore, although teen pregnancy has been on the decline, there is still much work to be done to decrease teen pregnancies. Socially responsible programs, such as a serial drama, are excellent tools in addressing these cultural and informational issues. Through Ultimo Año, PMC's primary goal is to provide information, tools, and resources to stimulate social change and improve the overall health of Mexican adolescents and young adults."

Diego Palacios Jaramillo of UNFPA Mexico says that the case of Mexico reflects what is happening in many other Latin American countries: one in four adolescents experience unmet needs for modern contraception, and only 38% of adolescents use condoms in their first sexual experience.

"Social responsibility is always at the forefront of our brand, and our content continues to serve as a credible and valuable space to engage, educate and help shift the mindset of Latin American Youth," said Mario Cader-Frech, VP of Public Affairs for Viacom International Media Network's - The Americas. "In Colombia, women are experiencing domestic violence at a rapid rate and 1 in 5 births are a result of teen pregnancy - it's our duty to empower young people with the right tools and resources to experience a more positive adolescence."