MTVNI Unveils Global Eco Campaign

LONDON/SINGAPORE/HONG KONG, June 13: MTV Networks
International has launched MTV Switch, a youth-focused, global multiplatform campaign created to
help slow down the acceleration of global warming.

With a mixture of public-service announcements (PSAs),
television programming and online resources, the campaign aims to promote
environmentally friendly lifestyle choices among youth.

Beginning tomorrow (June 14), a series of PSAs will be made
available across MTV’s network of 55 TV channels in 162 countries as well as on
the network’s 44 online and 16 mobile offerings, reaching a potential audience
of 1.5 billion viewers. Six advertising agencies (180 LA, Cake, Lowe Worldwide,
Ogilvy, Wieden + Kennedy 12 and Y&R) created and produced PSAs for the
campaign. All of the ads were created pro bono and, in an effort to reach the
largest possible audience, are available rights-free and cost-free to all
broadcasters and content distributors around the world for use on-air, online
and on mobile. More than 25 broadcasters have already been confirmed to air the
campaign, including Community Channel (U.K.), RTP (Portugal), ERT (Greece),
UJRT (Serbia), LBC (Lebanon), Metro TV (Indonesia), ITV (Tanzania) and TV6
(Trinidad).

Supplemental MTV programming—long and short-form as
well as news—will incorporate energy conservation themes and are
scheduled to air throughout the year. This includes two short documentaries
produced by Element: Tine and Ifie (documents the devastating effects of a Nigerian oil spill)
and Tia (chronicles
the environmental repercussions of illegal lumbering in Papua New Guinea).
Nickelodeon will also participate in the initiative by providing age
appropriate information about what kids, aged 6-14, can do to help lower their
family’s energy consumption.

All facets of the campaign, including more than 10
celebrity-driven idents, will direct viewers to a dedicated multi-lingual
website at www.mtvswitch.org. The site aims to provide viewers with tips on
lowering carbon emissions.

“We are facing a tipping point on climate change and we need
to act now,” said Bill Roedy, the vice chairman of MTV Networks. “The MTV
Switch campaign seeks to empower our viewers to make simple behavioral changes
to have a profound impact on conserving energy. The statistics are staggering.
If less than 1 percent of our total potential viewing audience—roughly
one million people—switches to three energy efficient light bulbs, this
would be equivalent to taking 100,000 cars off the road. Small energy efficient
steps taken by many can clearly make a big difference to climate change. MTV
Switch will engage the
young people who will be impacted most by climate change through personal and
motivational messages on-air, online and on mobile.”