MTV Networks International is rolling out a new "MTV Switch" initiative, a public service campaign that calls on the network's global audience to take part in the fight against global warming.
Ten PSAs and short films (five of each) from a consortium of creative agencies were distributed to the network's 165 TV channels last week.
The PSAs were fashioned by Amsterdam, the Netherlands-based agencies 180 and Selmore, in collaboration with production company Cake, also in Amsterdam, and the ecopop boutique in Los Angeles. Element Partnership, a London-based nonprofit production company, created the short films.
The work strives to address environmental issues in a way that prompts action via entertainment rather than promoting fear, said John Jackson, director of social responsibility at MTV, which first introduced the "Switch" campaign last June with spots that showed how to make a difference by taking small actions.