Viacom International Media Networks (VIMN) Asia is doing its part for ongoing Typhoon Haiyan relief efforts in the Philippines with several campaigns targeting millennials to drive donations for Unicef.
Jared Leto from Thirty Seconds to Mars talked about how fans can help Unicef’s emergency response team during the MTV Europe Music Awards stage, which happened on the same day of the storm.
Viacom also tapped Nickelodeon talents Sam & Cat, Ariana Grande and Jennette McCurdy to educate viewers. Both public service announcements will run on the MTV and Nickelodeon networks on air and online globally
Viacom mentioned that Unicef is working with MTV Voices to find more young people on the ground to write, so that new content will be shared over the next few weeks, giving the perspective of the devastation through the eyes of the Filipino millennials.
The company started with on-ground accounts from Yan Yuzon in Manila which was posted on MTV Voices website and shared across MTV’s social media channels.
“Engaging audiences through our pro-social initiatives is a commitment that we do not take lightly. As an entertainment content company, we have an extensive global reach, particularly with our millennial audiences,” Indra Suharjono, Viacom International’s Asia’s executive vice president and managing director said.
“We believe we have the responsibility to engage our audiences around the world through TV, online and mobile platforms, and in whatever part we can play, we want to create the awareness of the devastation that the Philippines went through and embolden our audiences to support the donation drive,” she adds.