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‘Grita’ Is the Word for MTV Latin America

9/17/2004 7:14 AM Eastern

MTV Latin America has launched a social-responsibility initiative aimed at young people.

The network said Friday that “MTV Grita” (MTV Speaks Up) was “designed to encourage young people to speak up and get informed about the issues they care about and inspire them to make a positive difference in their lives and in their communities.”

The first campaign under the MTV Grita umbrella, “Sé(x) tu Mismo” (Be Yourself Sexually) -- made up of true-life testimonials from Mexican and Argentine youths -- debuted on the network and its Web site (www.mtvla.com) earlier this month.

Levi Strauss & Co.’s Levi’s Brand Latin America is sponsoring Sé(x) tu Mismo in conjunction with Mexican nongovernmental organizations Mexfam and Population Council, the network said.

"In Mexico and Argentina, when the average age of sexual intercourse is 16 and 17, there's no question that sexual-health issues are top-of-mind for our audience," MTV Networks Latin America president Antoinette Zel said in a prepared statement.

"Sé(x) tu Mismo is about helping young people be smart and responsible about their bodies,” she added.

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