MTV launches climate-change campaign

MTV Networks International is launching MTV Switch, a multi-platform campaign which aims to help slow down the acceleration of global warming by encouraging viewers to reduce their carbon footprint.

Launching tomorrow, the campaign features celebrity-driven idents that will appear across MTV’s network of 55 local TV channels in 162 countries, reaching a potential audience of 1.5 billion viewers. Famous faces joining the campaign include Sophie Ellis-Bextor, Enrique Iglesias, JoJo, Kelly Rowland, Shaggy, Rufus Wainwright and Xzibit.

Six advertising agencies - 180 LA, Cake, Lowe Worldwide, Ogilvy, Wieden + Kennedy 12 and Y&R - have also made a range of pro-bono TV ads to help support the campaign. As well as on the MTV network, these will be shown on a number of non-MTV channels around the world, including the Community Channel in the UK.

A number of specially commissioned programmes, including a Pimp My Ride special where a 1965 Chevy Impala gets a new bio-diesel engine, will also appear on the MTV network. 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 aspects of the campaign, including online and mobile elements, will direct viewers to a multi-lingual website, www.mtvswitch.org. Bill Roedy, vice chairman, MTV Networks, said: “The MTV Switch campaign seeks to empower our viewers to make simple behavioural changes to have a profound impact on conserving energy."

"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," he added.