MTV’s 2020 +1theVote Campaign Harnesses the Power of Friendship to Ignite the Country’s Largest Voting Bloc
November 19 2019 - 10:57AM
Business Wire
Campaign sets sights on the 60% of eligible
voters who have never been invited to register
Initiative marks first national effort to
open new polling sites on college campuses and in local
communities
Find out more: plus1thevote.com
MTV is harnessing the power of friendship to ignite the most
powerful voting bloc in the country. The global youth brand, whose
impact on youth turnout dates back to “Choose or Lose,” today
announced its 2020 +1theVote campaign. This year-long initiative
will target first-time voters – including the four million who will
turn 18 before the election – to help make voting a part of their
personal identity and an experience to be shared with friends.
MTV’s +1theVote builds on its successful 2018 midterm campaign,
which unleashed a powerful coalition of talent, nonprofit and
corporate partners that encouraged young people to vote with a
friend. Two months post-launch, the AP cited a 20% increase in
young people who were “extremely likely” to bring a friend to the
polls.
The campaign also marks the first national effort to open new
polling sites across the country on college campuses and in local
communities.
“It’s astounding that tens of millions of eligible voters have
never been invited to register,” said Brianna Cayo Cotter, MTV’s
Senior Vice President, Social Impact. “We know that once people
vote 2-3 times, it becomes a habit and our goal is to celebrate
this coming of age ritual and turn them into lifelong voters.”
Gen Z and Millennials have an opportunity to outnumber the
Boomer generation for the first time in a presidential election. As
the most-watched non-sports U.S. cable network in primetime with
18-34 year-olds, MTV will use all of its platforms – linear,
digital, social and live events – to reach them through the
following programs:
- +1 AMBASSADORS: MTV will partner with artists and
influencers who will be voting in their first Presidential election
to inspire their fans to register and vote. Confirmed Artists
include: AJ Mitchell, Lil Tjay, Polo G, PRETTYMUCH, Why Don’t We,
and Yvng Swag.
- +1 THE SHOWS: Together with leading civic engagement
experts, MTV has developed a first-of-its-kind workshop to support
content creators in effectively integrating voting messages into
their programming. MTV is working with Creative Artists Agency’s
Foundation to make that training available across the
industry.
- +1 THE PROMS: In partnership with When We All Vote, Rent
the Runway, artists, and other brands, MTV will sponsor high school
proms hosting innovative registration drives as part of their big
night.
- +1 THE LINES: Through a partnership with HeadCount, MTV
will register first-time voters in line across MTV’s wide footprint
of events including the VMAs, Movie & TV Awards and SnowGlobe,
a three-day music festival, as well as tapings of from Wild ‘N Out
to Singled Out.
- +1 THE POLLS: In conjunction with the Alliance for Youth
Organizing, Campus Vote Project, and Students Learn Students Vote,
MTV will launch the first-ever national effort to open polling
sites in county jails and on college campuses to give voters easier
access to the polls.
Additionally, MTV is reimagining the voting experience at the
polls by creating installations and events to make the moment more
memorable and social.
Digital animation here, download here Hi-res photos
here
ABOUT MTV
MTV is the leading global youth media brand in 180 countries,
reaching 450 million households in nearly 30 different languages
across every platform. A unit of Viacom Inc. (NASDAQ: VIAB, VIA),
MTV operations span cable and mobile networks, live events,
theatrical films and MTV Studios
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version on businesswire.com: https://www.businesswire.com/news/home/20191119005796/en/
Lauren Nowell Lauren.Nowell@viacom.com
Jo Flattery Jo.Flattery@viacom.com
Mariana Garces Mariana.Garces@viacom.com
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