MTV Joins President Clinton At White House Conference On School Safety and Announces Comprehensive Anti-violence Campaign.
"FIGHT FOR YOUR RIGHTS: TAKE A STAND AGAINST VIOLENCE"
YEAR-LONG CAMPAIGN AIMS AT PROVIDING SOLUTIONS TO VIOLENCE
Young Adults See Violence As Single Most Important Issue
Affecting Their Lives
MTV today announced a comprehensive, year-long campaign aimed at raising awareness and providing actionable solutions to youth violence. Today, President Clinton, at the White House Conference on School Safety, announced MTV's partnership with the US Departments of Justice and Education to help youth take a stand against violence and acknowledged the importance of MTV's campaign, which will begin in January 1999.
"Fight For Your Rights: Take A Stand Against Violence" will involve special programming, Public Service Announcements, grass roots events, and MTV News special reports all designed to give MTV's audience a voice in the national debate on violence and to provide them with tangible tactics to take a stand against violence.
Through partnerships with The Department of Justice, The Department of Education and the National Endowment of the Arts, MTV has developed a Youth Action Guide which will be distributed throughout the campaign. The guide will outline 5 different actions, aimed at engaging youth in solutions to violence, as well as providing alternative outlets to violence. MTV viewers will be able to receive the guide by calling a special 800 number that will be promoted throughout the year on MTV during programming and on-air promotion devoted specifically to the topic of youth violence. MTV will partner with cable distributors across the country on an extensive off-air campaign which will aim to reduce violence through local programs.
In addition, MTV is teaming up with the Recording Industry Association of America (RIAA) and Nimbus Manufacturing to produce up to one million enhanced CDs which will include recordings and comments on violence from some of today's hottest artists and a CD ROM focused on conflict resolution skills. The CD will be promoted on MTV and made available, free of charge, to any individual requesting a Youth Action Guide.
Violence is the number one concern of the 12-34 year old audience, according to a poll conducted by Penn and Schoen exclusively for MTV. In addition, 12-34 year olds are the demographic group that is most affected by violence -- both as the victims and the aggressors.
Both on air and off, MTV will focus it's campaign on three different types of violence which most affect its young audience: Violence in the Schools; Violence in the Streets (hate violence and gang violence) and; Sexual Violence. Through high profile programming events, coverage in MTV News, and thought-provoking on-air promos, the campaign will aim at providing ideas and solutions beyond curfews and school uniforms. For example, MTV will partner with the American Psychological Association to produce a news program on "Warning Signs" with an 800 number and a guide directed at helping youth recognize the signs of potential violent behavior. Focusing on solutions, such as peer mentoring, conflict resolution programs, artistic responses to violence and youth advocacy groups, the campaign will give young people the tools to take a stand against violence.
In announcing the campaign, Judy McGrath, President, MTV commented, "MTV is at its best when it gives our audience a voice to address their concerns. Clearly, violence affects their lives in a direct way, and it's incredibly timely and important for MTV to speak directly to these issues, and to offer some concrete action steps for viewers. If we can help one young person in trouble, this campaign will be a success."
MTV will work with the following partners to engage youth in solutions to violence: America's Promise, Creative Partnership for Prevention, Harvard School of Public Health, National Assembly of State Arts Agencies, National Center for Conflict Resolution Education, National Institute for Dispute Resolution, National Institute for Dispute Resolution and Conflict Resolution Education, The National Mentoring Partnership, National Youth in Action Campaign, The National Youth Network, PAX and Rock the Vote.
Detailed programming and off-air plans for "Fight For Your Rights: Take A Stand Against Violence" will be announced later this year.
MTV Networks, a unit of Viacom Inc., owns and operates five cable television programming services -- MTV: Music Television, M2, VH1, Nickelodeon/Nick at Nite, and Nick at Nite's TV Land -- all of which are trademarks of MTV Networks. Information about MTV and M2 is available on MTV Online, on America Online (Keyword: MTV) and the World Wide Web (http://mtv.com).