Media Shower: The MTV generation
A lot of media companies have been jumping on the stop-global-warming bandwagon lately, but few are as influential with the kids as MTV:
Following President Bush’s State of the Union declaration earlier this year that “America is addicted to oil,” MTV announced today the network’s latest pro-social initiative, BREAK THE ADDICTION, a year-long campaign to engage, educate and empower young people to take simple, daily actions that can have a measurable impact in the fight against global warming. The campaign will launch with a channel takeover on Earth Day, Saturday, April 22, including an on-air, online and wireless messaging campaign about how to help stop global warming, break-ins to regularly scheduled programming that offer environmental lessons, multiple public service announcements (PSAs), and an MTV News package introducing BREAK THE ADDICTION, featuring a leading young environmental activist.
BREAK THE ADDICTION is MTV’s year-long recovery program aimed at mobilizing a new generation of environmental activists. On-air, online and on wireless, the initiative will connect the audience to simple, daily tips, as well as in-depth resources, to help them recognize and change habits that harm the environment. Viewers will be directed online to think.mtv.com to quantify and track their efforts by the amount of carbon dioxide emissions and dollars saved due to changes they commit to making throughout the year. Supplemental MTV programming – both long-form and news packages – will air throughout the year and the tips will be revealed in daily PSAs on air on MTV, MTV2, and mtvU as well as online and delivered to cell phones. Additional PSAs will appear on mtv.com, mtv2.com, mtvU.com, MTV Overdrive and mtvU Über. Through partnerships with StopGlobalWarming.org, Natural Resources Defense Council (NRDC), Grist.org, World Resources Institute, Student PIRGs, Campus Climate Challenge, and Clean Air-Cool Planet, MTV will go beyond the broadcasts to create online and wireless resources, as well as opportunities for grassroots organizing and outreach.
And as part of our partnership with MTV, we will be providing MTV with select Grist content over the next 12 months. Check it out.
Props to our marketing manager, Brendon Smyth, for making this happen.