MTV On-Air Promos (USA)
www.mtv.com
Project Title: LookDifferent.org
Client or Class Name: MTV - www.mtv.com
MTV’s “Look Different” campaign helps America’s youth better recognize and challenge hidden racial, gender and anti-LGBT biases, empowering them to create a more equal future. Bias is defined as a tendency to believe that some people or things are better than others, which usually results in treating people unfairly. While Millennials are widely considered the most diverse and tolerant generation in history, 94% see bias in their lives and eight in ten believe bias is at the root of a lot of the world’s problems. Today, discrimination can be quite subtle—and most young people feel illequipped to respond when they see it. Look Different is here to support our audience in reaching towards a world without prejudice.
The lookdifferent.org campaign hub, Twitter, and tumblr help young people recognize bias, while providing resources they can use to challenge bias when they see it. Digital tools include a custom Implicit Association Test, a quiz featuring celebrities, designed to unearth unconscious biases; a Racial Bias Cleanse that delivers scientifically-grounded exercises to help people unlearn biases; a panel of celebrities, experts, and young people that responds to audience questions; and more.
President, MTV :
Stephen Friedman
EVP, MTV Marketing & Creative:
Tina Exarhos
SVP, MTV On-Air Promos:
Amy Campbell
VP, Strategy, MTV On-Air Promos :
Lauren Epstein
SVP, MTV Head of Design:
Jeffrey Keyton
SVP, MTV Connected Content :
Colin Helms
VP, MTV Audience Growth & Engagment :
Thomas Fishman
VP, Digital Production, mtv.com :
Sophia Rai
VP, MTV Public Affairs :
Ronnie Cho
VP, MTV Public Affairs:
Noopur Agarwal
Sr Manager, MTV Public Affairs :
Casey Acierno
Sr Director, MTV Communications:
Mariana Agathoklis
Coordinator, MTV Communications:
Stephanie Perez
VP, MTV Strategic Research & Insights:
Luke Hales
VP, MTV Insights Innovation:
Alison Hillhouse
SVP, Music and Celebrity Talent, MTV:
Joanna Bomberg
SVP, MTV Talent & Series Development:
Jessica Zalkind
VP, MTV Business & Legal Affairs, MTV:
Janet Abrams
Partner, Cohesive Creative and Code, Inc.:
Neal White
Partner, Cohesive Creative and Code, Inc.:
Arend Miller
Partner, Cohesive Creative and Code, Inc.:
Mike Tyer
Senior Art Director, Cohesive Creative and Code, Inc.:
Chris Corkery
