MTV Networks International launched a new series of public service announcements 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. Until we get the films from each contributor, the PSAs and films are available for viewing on MTV Switch’s dedicated website, mtvswitch.org. In the meantime, here's our freshly-baked pie:
Worth noting is the fact that MTV reached out to brand communication agencies that create pop culture instead of those who specialize in green or cause marketing. The result is culturally relevant communication that appeals to a mainstream audience.
What other companies with social missions could use a make-over from mainstream communication companies?
  
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