MTV Launches Climate-Change Campaign
MTV Switch Push Includes PSAs for Television, Internet, Mobile Platforms
By Jason Braff -- Multichannel News, 6/14/2007 12:03:00 PM EDT
MTV Networks International launched a global, youth-focused climate-change campaign Thursday, MTV Switch. The multiplatform campaign will run 35 public-service announcements on the television waves, online and on mobile.
The campaign, geared towards 15- to 25-year-olds, plans to promote an environmental-friendly lifestyle by delivering simple tips on how the viewer can take small actions to make differences in eliminating the world’s carbon emissions.
MTV Switch PSAs are now available to see on their television networks, its Web site and on MTVN programming in 162 countries. MTVN claimed that it has the potential to reach an audience of nearly 1.5 billion viewers worldwide.
The Web site includes short messages from celebrities such as Cameron Diaz, Kelly Rowland, Xzibit and members from the band Good Charlotte, as well as all 35 PSAs.
All of MTVN’s PSAs are available rights-free and cost-free to all broadcasters and content distributors around the world. More than 25 broadcasters have already signed on to run some PSAs, including channels in the United Kingdom, Portugal, Greece, Serbia and Trinidad.
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