MTV Networks International, a unit of Viacom Inc. (NYSE: VIA VIA.B), today launched a new series of public service announcements (PSAs) by global advertising agencies 180 Amsterdam, Selmore and Cake, and ecopop and five short films by Element to captivate youth with the important message of slowing down global warming and reducing carbon footprints. The result is high quality spots that utilize creativity, humor and pop culture that speak to young people in their own language and empower them to make their lifestyle “greener.” MTV Switch is the first youth-focused, global, multi-platform campaign created to help slow down the acceleration of global warming.
The pro-bono PSAs and short films will be made available across MTV’s global network of 165 localized TV channels in 162 countries that will reach a potential audience of 560 million viewers. With an unique style and creative tone that resonates with MTV’s audience of 15-to 25-year-olds, the campaign helps viewers realize that small actions taken by many individuals can make massive differences to the world’s carbon emissions. The PSAs and films are available for viewing on MTV Switch’s dedicated website, mtvswitch.org.
“MTV Switch was created to provoke, entertain, and encourage change among young people”, says John Jackson, Director of Social Responsibility, MTV International. “We are incredibly thrilled and honored to work with such forward-thinking international creative agencies in producing compelling work to continue to engage youth on this extremely important global issue."
These two "Switch" films were put together with practically zero budget. Sean Thompson, Creative Director for 180 Amsterdam said: “As you’re sitting in front of your computer screen, remember this: Real life is much, much better. The message in the MTV ‘Real Life’ series is simple; switch off your video games and computer screens and dive headfirst into real life and help save the planet whilst you’re doing it.”
I know that it ain't related, but the oiled up women pushing a car in the mud make me think of Arla milk.
Then there's the green song - quite a catchy tune created by Sizzer Amsterdam - which attacks the abundant green-washing. Sean Thompson, Creative Director for 180 Amsterdam said: “There are so many fake greens out there it’s criminal. The MTV ‘Green Song’ simply asks you to do your bit for the environment by switching off your lights, computers and TV sets.”