The first article I would like to draw attention to is called “MTV Is Playing A New Riff: Responsibility,“ written by Mark Robichaux, then reporter of the Wall Street Journal. This article is more than 15 years old and discusses, with a rather skeptical tone, a surprising MTV channel transformation, which started in the early 1990s.
1993. This is the year when it all began – the year in which MTV decided to become a pro-social actor and launched its first public service campaign. The slogan of this think-positive mission was “Free Your Mind” and it was aimed particularly at young people, loyal viewers of MTV. The main goal of the project was to “embrace different races, religions, and lifestyles,” using a series of somewhat controversial TV spots. Regrettably, I have not found the first original spot, which is mentioned in the article, but under this post, you will find two later videos of this pioneering campaign.
Such a new pro-social image of MTV was for many people rather shocking: “MTV, which once affected an anti-establishment style, now urges its young throngs of viewers to read more books, abstain from drugs and register to vote. The proud-to-be-mindless music channel, formerly an obstinate oasis from preachy parents, now warns against the evils of excessive drinking and encourages kids to take better care of the environment.” What is wrong with this? Nothing. The only problem was that the original viewers, young rebels and orthodox rock lovers, needed to cope with the change in programming. The rest of the public, on the other hand, did not believe in the genuineness and effectiveness of the new MTV approach and foretold it an ephemeral life. They were mistaken – very soon, MTV started to “air more than 10,000 public-service spots each year.”
Subsequent campaigns, still ongoing and successful, are concerned with issues such as AIDS, HIV, safe sex, and condoms. These projects are called MTV Against AIDS and Staying-Alive.org – below you can watch two videos related with them.
For the whole article, see: MTV Is Playing A New Riff: Responsibility
Free Your Mind
Free Your Mind
MTV Against AIDS
MTV Staying Alive: This is Not a Commercial
List of References:
Robichaux, M. (1993). MTV Is Playing A New Riff: Responsibility. Wall Street Journal. Retrieved January 4, 2009, from http://aidsinfobbs.org/articles/wallstj/93/31.txt
LGBT AD - MTV Free Your Mind 1. (2007). Youtube – Broadcast Yourself. Retrieved January 7, 2009, from http://www.youtube.com/watch?v=uVLMxS2Admo
MTV Against AIDS. (2007). Youtube – Broadcast Yourself. Retrieved January 7, 2009, from http://www.youtube.com/watch?v=BZx8C5-llu4&feature=related
MTV Staying Alive: This is Not a Commercial. (2007). Youtube – Broadcast Yourself. Retrieved January 7, 2009 from http://www.youtube.com/watch?v=xN1DjBaTSfI
Robby Romero "Free Your Mind" PSA. (2008). Youtube – Broadcast Yourself. Retrieved January 7, 2009 from http://www.youtube.com/watch?v=mErROwVxGjM
just recently i was so happy to see that the german mtv has added a new campaign of pro social advertisement, asking people to "switch off" the light or electrical devices they dont need all the time
ReplyDeleteI have seen numerous pro-social advertising on MTV lately. Much of it about aids and as the person above me mentioned, about electrical saving. I really like these ads and in my opinion, they are very well done. Simply put - they achieve their goal - whether it's raising awareness or actually making people behave differently.
ReplyDeleteThank you guys both for your positive feedback.
ReplyDeleteAnonymous, thank you for a tip for another campaign, I'll try to find out more about the issue of electricity savings regarding the MTV project.