ViacomCBS Networks International’s (VCNI) Velocity UK and Sky Media have announced a new content partnership between MTV UK and The Open University (OU). Developed in partnership with JUMP, part of Havas Entertainment, and Havas Media, the four-part digital series, titled Generation Change: Ones to Watch, is set to premiere across MTV’s Linear TV channels, social and VoD platforms from today.
The campaign, fronted by musician, writer, broadcaster and comedian Munya Chawawa will shine a light on trailblazing OU students using the confidence, knowledge and expertise gained from their degree to bring about positive change in the world. Each episode will provide valuable insight on how supported distance learning from the OU is opening up paths for this unique generation of young activists. The series reflects the ambitions of MTV’s Generation Change initiative to elevate voices of change, in the belief that every young person can make a difference.
The four branded content episodes for Generation Change: Ones to Watch are all between five and six-minutes long and will premiere across MTV UK’s social platforms, including Facebook, and YouTube; dedicated cut-downs will roll out on Facebook, YouTube, Snapchat and Linear TV and Video On Demand . The campaign, which aims to drive audience awareness and improve cultural credibility amongst 18-28 year olds, will also include dedicated content for Instagram stories, non-skip pre-rolls for YouTube and 6-second spots for MTV Snap Shows on Snapchat.
Rachel Cully, Senior Marketing Manager at The Open University said: “The synergies between MTV’s Generation Change initiative and the values of The Open University provide the perfect opportunity to develop engaging, highly relevant content demonstrating the impact and benefit of education. The students featured in this campaign are shining examples of how the OU’s flexible and supported distance learning method enables our students to realise their ambitions; each are forging successful career paths and bringing about positive social change. We’re delighted to share our students’ achievements and hope that in doing so, we inspire and empower others to explore their ambitions.”
“This deal with Sky Media, Havas and The Open University showcases the best of what Velocity UK has to offer – a combination of branded content and creative solutions with access to our highly demanded, premium social inventory and audiences. Today marks a milestone for our commercial business as we establish innovative, new ways to leverage the full power of the ViacomCBS brand portfolio, including MTV,” said Lee Sears, Executive Vice President and General Manager, Digital & Ad Sales, VCNI. “By fusing one of our flagship global initiatives, MTV’s Generation Change, with The Open University’s power to redefine education, this important content will reach young people across multiple platforms to inspire and empower our youth audiences to create change and positivity in the world.”
Sarah Jones, Director of Planning at Sky Media said: “We’ve been privileged to work with The Open University on a number of really impactful and successful campaigns so we’re delighted to have them back on board. Through a truly collaborative partnership with Havas and ViacomCBS, the concept leverages MTV talent with inspiring stories from real graduates demonstrating how an education at The Open University has opened doors for them. We hope that this campaign galvanizes the younger generation to broaden their skills too.”
Terri Squibb, Head of Partnerships, JUMP – Havas Entertainment said ‘’Through this fantastic content partnership we have been able to demonstrate how the unique education model of the OU enables incredible students to generate positive change in the world. Over the years JUMP have supported the OU in creating meaningful connections with audiences by telling inspiring stories, through real graduates, rooted in culture. We’ve learnt through content we are able to reflect the brand’s pioneering spirit whilst telling compelling stories that will resonate, in this case, with a younger generation. MTV’s Generation Change was the perfect platform, set to elevate young voices of change. This is a true creative collaboration that proves the power of content partnerships in creating culturally-compelling and brand defining work.’’
Built to be fluid and tailored by market, MTV International’s global “Generation Change” campaign elevates and empowers young people driving positive change in the world. While spotlighting important issues, globally and locally, “Generation Change” focuses on youth activism. To date, the campaign has launched the annual “MTV EMA Generation Change Award,” short-form series “MTV Generation Change: Black Lives Matter,” “Need to Know: 3 Things in Isolation” and more, covering topics such as climate change, LGBTQ+ rights, refugee rights, racial injustice, mental health, disabilities, economic inequality and child marriage.
Velocity UK was launched last month to leverage VCNI’s social platforms business in the UK. Headed up by Sears, the designated UK commercial team combines the scale of ViacomCBS’ portfolio of brands with local expertise, acting as the exclusive source for clients aiming to reach targeted, non-linear audiences. The team work closely with Sky Media, who handle all Linear, VoD and sponsorship ad sales for ViacomCBS Networks UK and Ireland (VCN UK).
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