Campaign of Distinction: Break the Addiction

Jun 9, 2007  •  Post A Comment

MTV made a big commitment to the planet last year. Earth Day 2006 was the start of a daily public service announcement campaign that ran for a year. Called “Break the Addiction,” the spots included both big-picture messages on global warming and a tip each day on something simple viewers can do to live a greener lifestyle.

“The idea around the campaign was to find ways to make what feels like a daunting issue resonate with our viewers,” said Amy Campbell, VP of on-air promos at MTV.

The educational spots focused on the causes and effects of global warming, the political scope of environmental issues and the dependence on non-

renewable energy sources.

MTV also included a monthly online feature with real-life examples of young people making a positive impact on the environment.

The tips included replacing older light bulbs with more energy-efficient ones, sharing rides to reduce car pollution and save money on gas, turning off the water while brushing your teeth and unplugging computers and other electronics when not in use.

The spots were created in the “vernacular” of MTV and fit the image for the channel, Ms. Campbell said. The network targeted high school and college students with the campaign.

“We wanted to educate people and let them know how global warming impacts their life,” she said.

The campaign is still running, but MTV is revamping the tips. MTV estimated nearly 90 million households were exposed to the campaign each day and 1 million people went online to think.mtv.com for more information.


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