VH1 Classic’s Rock Autism campaign will launch with a public-service announcement featuring several music stars, which will debut April 1.
The 30-second PSA will feature Steven Tyler and Joe Perry of Aerosmith; Roger Daltrey of The Who; Robert Plant of Led Zeppelin; Tommy Lee and Vince Neil of Motley Crue; Paul Stanley and Gene Simmons of KISS; Rob Halford of Judas Priest; Ronnie James Dio; and Dee Snider of Twisted Sister.
The MTV Networks-owned service said the campaign will feature both on and off-air components, including PSAs, VH1 Classic news breaks and on-air fund-raising stunts. Rock Autism will also include Pay to Play, a fund-raiser where viewers can go online and make a donation in exchange for VH1 Classic playing their favorite classic videos.
Proceeds will go to the Cure Autism Now Foundation.