BREAK THE ADDICTION is MTV’s year-long recovery program aimed at mobilizing a new generation of environmental activists. On-air, online and on wireless, the initiative will connect the audience to simple, daily tips, as well as in-depth resources, to help them recognize and change habits that harm the environment. Viewers will be directed online to think.mtv.com to quantify and track their efforts by the amount of carbon dioxide emissions and dollars saved due to changes they commit to making throughout the year. Supplemental MTV programming – both long-form and news packages – will air throughout the year and the tips will be revealed in daily PSAs on air on MTV, MTV2, and mtvU as well as online and delivered to cell phones. Additional PSAs will appear on mtv.com, mtv2.com, mtvU.com, MTV Overdrive and mtvU Über. Through partnerships with StopGlobalWarming.org, National Resources Defense Council (NRDC) , Grist.org, World Resources Institute, Student PIRGs, Campus Climate Challenge, and Clean Air-Cool Planet , MTV will go beyond the broadcasts to create online and wireless resources, as well as opportunities for grassroots organizing and outreach.
“Throughout history young people have always rallied around issues and generated change, and we know from our constant dialogue with young people that they are concerned about the environment but don’t know how to make a difference,” said Christina Norman, President, MTV. “BREAK THE ADDICTION will educate and empower young people with tangible, simple actions and measurable ways to see how their small efforts have big effects.”
MTV will theme each month with a concrete message – from Examine Yourself to Go Paperless to Get Political – and create corresponding programming and resources on air, online, on wireless phones and on the ground. Throughout the campaign, young people will be able to access a number of resources on these platforms, including:
Additional on air, online, wireless, and grassroots initiatives will be rolled out throughout the year.About think MTV
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of programming and content across all media platforms. MTV Networks, with more than 100 channels worldwide, owns and operates the following television programming services – MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 95 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.