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Red Cross continues relationship with MTV Australia to tackle discrimination

Friday June 18, 2010

Australian Red Cross has partnered with MTV Australia to develop an on-air creative campaign to encourage understanding and fight discrimination to mark the upcoming Refugee Week.

The campaign entitled 'Labels' was one of 10 concepts developed by MTV staff as part of a company-wide initiative to come up with creative ideas that would communicate anti-discrimination messages to MTV's youth audiences. 'Labels' - the winning idea selected by Red Cross - was written, produced and directed by MTV's Creative team with the majority of acting roles undertaken by MTV staff, and will be broadcast on MTV Australia and online from Monday 21 June.

Labels is a stark, confronting 40-second TVC, which is completely silent aside from background music, shows eight people holding a piece of card with a discrimination or stereotype written onto it. Each person then crosses out their 'label' and writes a new description on their card, which ranges from 'son' to 'nurse' to 'vet' to 'girlfriend' to 'psychologist'. The TVC, which is made all the more powerful via natural lighting and simple production values, closes with: "If only we could choose our own labels. Discrimination sux"

'Labels' marks the second campaign that Red Cross and MTV have collaborated on as an MTV company-wide project. 'Club' and 'Dickhead' were created by MTV's staff to showcase the Red Cross 'Save a Mate' campaign and were broadcast on MTV in February, in line with the festival season in Australia.

"It's fantastic to work with MTV on this project, and to get our message about respect and understanding out to another audience," said Australian Red Cross' National Manager Youth and Family Programs, Shaun Hazeldine. "We believe young Australians will relate to and be inspired by our message."

"Australian Red Cross, part of the world's largest humanitarian organisation, is founded on the principles of humanity, impartially, neutrality and independence, among others, and is opposed to all forms of discrimination," said Mr Hazeldine.

"Australian Red Cross will be involved in an ongoing community education campaign tackling discrimination, as part of our commitment to building respect and understanding between cultures and races."

Refugee Week, which runs from 20 to 26 June and is marked around the world, is a chance to recognise and celebrate the contribution refugees make to Australian society.

Credits - 'Labels'
Concept: MTV staff
Director/Producer - Andy Wallace - MTV Creative
Director of Photography - Brett Brown
Production Manager - Marina Younger

Media contacts:
For media enquiries contact Red Cross media adviser Kim Batchelor on 0457 542 113 or or Polly Stevens, Director, Communications, MTV Networks
Australia & New Zealand, on 02 8998 9011 or 0420 210 529.