NEW YORK: MTV Networks International was scheduled to premiere a new documentary tied to the Cannes Film Festival and 10 new PSAs aimed at driving traffic to its revamped environmental Web site, mtvswitch.org, on December 20.
The Web site was first launched in June 2007 to serve as a portal for information on the environment and a gathering place for MTV viewers or visitors interested in suggesting ways to live an "environmentally friendly lifestyle," as MTV described it.
John Jackson, director of MTV International's public affairs team, said the goal is to have a "splash" of multimedia promotional activity two or three times a year to sustain interest in MTV's ongoing global climate change effort. He said the Web site will always serve as the focal point.
"The online campaign will continuously develop and always be fresh, but we'll inject high-impact moments to keep people aware of it," he added. "We'll have competitions to draw on the creativity of our audience, so a lot of the solutions we'll be projecting back out will be coming from the audience itself."
With all messaging in the effort, Jackson said the goal is to focus on positive, achievable changes people can make, instead of broader issues such as melting glaciers or other events most people feel powerless to stop.
Media outreach targeting both domestic and international publications is planned for both the Nokia-sponsored documentary, which features teams from 20 countries shooting a commercial on energy conservation during the 2007 Cannes Lions Advertising Festival, as well as the PSAs. The PSAs were created pro bono by ad agencies Lowe Worldwide and Ogilvy.
MTV PR teams around the world will also target local consumer and trade press to boost interest in the documentary and PSAs. Tied to the broader campaign, MTV Asia plans to launch a "Green Xmas" campaign.
Jackson said the network felt a responsibility to address an issue that research shows is the number-one concern among its viewers, apart from family or personal issues.