MTV serves up global warming reminder

Singapore - MTV Networks International (MTVNI) has launched a global multi-platform campaign created to help slow down the acceleration of global warming, and features the works of agency's such as 180 LA, Cake, Lowe Worldwide, Ogilvy, Wieden + Kennedy 12, and Y&R, as well as MTVNI.

In total, the MTV Switch campaign created 35 public service announcements (PSAs) to run online, on mobile and on air. The campaign is available across MTV's network of 55 localised TV channels in 162 countries as well as 44 online and 16 mobile offerings to potentially tap onto 1.5 billion viewers. The campaign hopes to connect with the networks core audience of 15 to 25 year olds, emphasising that small actions taken by individuals can make a difference to the world's carbon emissions.

"The 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% 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. 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," Bill Roedy, vice chairman for MTV Networks said in a statement.

Ads were done pro bono and available rights-free and cost free to all broadcasters and content distributors around the world for use - at least 25 broadcasters have already confirmed to air the campaign. MTVNI created four PSAs and the campaign will be supported by MTV programming which incorporate energy conservation themes and airs throughout the year.

The PSAs

180 LA: Brad and Earth, Ways to Protect the Planet

Lowe Wolrdwide: Francois, Marie, Pet Penguin, Trees Breathing, Waterline

Ogilvy: 3650, Busy, Doing Nothing

Wieden + Kennedy 12: Candle Face, Exhaust, Game of Walk, Leader, Leo Helm, Please

Small Things and Turn Me Off

Y&R: Faces

Cake: Global Rap