Cathy Phiri

Catherine N. Phiri is the Social Responsibility Director for MTV Networks International (MTVNI) since May 2007. Reporting to Georgia Arnold, MTVNI Social Responsibility Senior Vice President, Catherine manages MTV’s sexual health projects internationally through MTVNl’s multimedia global HIV and AIDS initiative [http://www.staying-alive.org Staying Alive] . Catherine is also responsible for promoting other international pro-social initiatives company-wide to galvanize support and awareness of its initiatives. In addition, she oversees the dissemination of Staying Alive programming content to third party broadcasters and content distributors for TV, PC and mobile worldwide. Prior to this position, Catherine was public affairs manager for MTVNI since April 2005.

MTV STAYING ALIVE

Launched in 1998, Staying Alive, is MTV's international HIV/AIDS mass media campaign consisting of documentaries, public service announcements, youth forums and multi-lingual digital content that challenge the stigma and discrimination associated with HIV and AIDS. Staying Alive is the world's largest HIV/AIDS mass media campaign in the world. This campaign allowed Cathy to act as an Executive Producer of [http://eu.staying-alive.org/uncensored/home.html Uncensored (2005)] , MTV’s first interactive talk show dealing with sexual heath issues for young people across Africa, as well as Co-Executive Producer for [http://eu.staying-alive.org/stayingalive/shells/watch.jhtml?article=100132741 Sexpress Yourself (2006)] , MTV’s first tri-channel production based on sexual health and young people in Latin America and the Caribbean. She served as one of the Executive Producers to Sexpress Yourself's follow up program Xpress in 2007, which subsequently won Silver at the World Media Festival. In 2006, she also wrote and produced her first production, Staying Alive Revisited hosted by renowned artist Moby, for World AIDS Day.

Prior to MTV

Before working for MTV Networks, Cathy served as the editor for [http://www.aidschannel.org - Aidschannel.org] where she was responsible for the management and development of the global HIV and AIDS web portal of OneWorld International. Furthermore, she was accountable for managing partnerships with donors and other partners collaborating on the web portal.

Additionally, Cathy was the co-founder of Youth Media which is a non-profit multimedia institution, specialising in Behaviour Change Communication, disseminating information about sexuality and HIV and AIDS to young people in Zambia. Today, she serves as a Director on its Board. Cathy also served as the Executive Editor of Trendsetters, an award winning sexual reproductive health newspaper in Zambia, run and owned by Youth Media.

Professional Landmarks

A native of Zambia, Cathy received her postgraduate diploma in journalism at the London School of Journalism, and has been involved in multiple professional activities. In the past years, she has authored and co-authored multiple poster presentations which were presented at International AIDS Conferences in South Africa and Spain. Cathy has also worked as a consultant for UNICEF Zambia where she reviewed UNICEF’s Water and Sanitation drama curriculum and was a facilitator of youth participation for the development for UNICEF’s five year plan for the Education sector.