MTV Networks embarks on a global multimedia visual image campaign called on May 1 to promote its brand as one that recognizes unity and individuality in an increasingly hostile world.
Called MTV Coordinates and produced by creative directors at MTVN's localized and regionalized channels in 20 markets including the U.S., the campaign was prompted by youths' hostile and anti-discrimination attitudes following the Sept. 11 terrorists attack in the U.S.
It comprises a portfolio of 30-second TV spots, with each one focusing on themes selected by the individual local MTV channels, such as sex, happiness, dreams, the home and identity.
"For audiences and advertisers, we felt that MTV should be a leader in promoting harmonious images," says Lisa Hackett, senior VP of programming, marketing and operations at MTV Networks International. "We wanted to do something globally that promotes a sense of unity and still show our differences in the 21st-century world."
She adds: "It will show advertisers that MTV can connect with today's youth audiences. Because this is what our audiences look for us to be -- a leader in promoting harmony."
MTV Coordinates is the first campaign that all the channels' creative directors responded to immediately because of the post-Sept. 11 hostilities against peoples from different ethnic and religious backgrounds.
Hackett expects the global theme means the campaign will be used for several years. In addition to the TV spots, the campaign will be available on MTV's localized Web sites.
There will be off-air extensions, including the ability to select still clips from the TV spots for print promotions. But these will be determined by the individual MTV channels in the near future.