WINNER: MTV NETWORKS FOR CHANNEL THE CHANGE: DARFUR
MTV Networks refuses to be just another cable programmer. It built on mtvU’s Darfur effort in October 2007 and created the "Channel the Change: Darfur" project to educate audiences and employees across all MTV Networks brands about genocide.
Awareness of the genocide issue was boosted on-air, online and in-house via a variety of initiatives. These included a multi-language translation of mtvU’s "Darfur Is Dying" video game, which allows users to simulate a day in the life of a displaced Darfurian. The game, originally launched in English, was translated into Spanish, Arabic and Chinese with heavy promotion on the network’s international Web sites. Promotions reached 128 countries and a total potential audience of nearly 370 million households.
Other campaign aspects included a $10,000 donation to Darfurian families in refugee camps in Chad in the form of solar cookers, and employee film screenings of the Darfur Now documentary in the Los Angeles, Nashville and New York City offices.
MTV Networks consolidated all of Channel the Change: Darfur efforts by creating an online hub (www.channelthechange.com) to assemble the range of its multiplatform actions and resources. The hub includes links to resources across the company and its partner organizations involved in aiding Darfur.
- After launching the translated versions of the darfurisdying.com microsite, unique visits increased by 41% and page views rose 55%.
- A simultaneous showing of the Darfur Now trailer on MTV Networks’ channels led to a 62% boost in traffic to the Darfur is Dying site.
- mtvU ran more than $3.5 million in media value of Darfur-related public service announcements last year.
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