MTV and Red Cross have partnered to get important messages out to youth audiences - and have delivered an award winning campaign while doing so.
Launched for Refugee Week, the campaign 'Labels' is a creative campaign to encourage understanding and help fight discrimination. The advertisement aims to leave viewers thinking about the stereotypical labels they may unfairly place on Refugees and Asylum Seekers. 'Labels' recently won two silver awards for best 'event' promo and 'best script' for an event promo at the Promax and Broadcast Design Awards.
The first campaign included TV commercials produced for the Red Cross Save-a-Mate (SAM) program, with a simple message to young people out partying; keep an eye out for your friends and know what to do in an emergency.
"Aired on MTV and online, the ads have created awarenes for the SAM program and discrimination, with the edgy concepts resonating with the 16 to 24 year old audience."
MTV staff developed the concepts, wrote, produced, directed and starred in both campaigns. MTV continues to be involved in Red Cross Youth Programs by hosting workshops for Red Cross staff and young people and providing skills and expertise in engaging with youth.
Watch the 'Labels' ad on our YouTube channel.
Watch the SAM ad on our YouTube channel.
Join the SAM facebook group.
Check out the SAM website.