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MTV Act Promotes Social Responsibility – Encourages Young Viewers to Take Action

| Tuesday March 8th, 2011 | 0 Comments

Since I started working in the sustainable industry, I’ve believed that targeting a young audience can be beneficial on many levels. Not only are they our next generation of voters, but they also have a huge influence on their parents and of course their friends and siblings as well. So when I read about MTV’s new blog, called Act, I was thrilled to know that it was giving its young viewers a way to make a difference.

MTV Act reports about social issues around the globe, but by taking it one step further each post allows its readers to, well, act on issues that they are concerned about. For example, Sammi “Sweetheart” (from “Jersey Shore”) is rallying her fans to donate to Soles4Souls, a non-profit that collects shoes and then in turn gives them to those in need around the world. Sammi’s goal is to donate to a total of 50,000 kids and young readers can either donate online or through a text message.

I was also excited to see a non-profit in my own city of Newport, RI highlighted as well. As an alternative to Spring Break, readers are invited to travel the world with Flying Kites and their Adventure Challenge program. By organizing multiple trips throughout the year, such as surfing in Nicaragua or kayaking in Baja, Flying Kites raises money to rescue and care for orphaned and vulnerable children in Kenya. As of today, 66 readers have taken action by joining the cause and 28 have donated money.

Since the website launched in late December, almost 22,000 actions have been taken throughout the entire site. This means that MTV is not only successfully reaching its young viewers, but it’s also effectively promoting great causes that these viewers might not even know about. And perhaps the most important thing is that these young MTV fans are interested and they’re showing it.


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