The Open University amplifies the power of distance learning with the return of MTV’s Generation Change: Ones To Watch

• Sky Media and Velocity UK’s content collaboration, developed in partnership with JUMP, will be promoted across MTV’s multitude of platforms
• Hosted by Presenter, DJ and content creator Henrie Kwushue, the co-branded digital series continues to inspire younger audiences by spotlighting The Open University (OU) students whose experience has facilitated positive change

Paramount-owned Velocity UK and Sky Media have announced the second series of their content partnership with The Open University and MTV UK. The four-part digital series, entitled Generation Change: Ones to Watch which launched this week, is developed with JUMP, part of Havas Entertainment and Havas Media Group and produced by Gold Wala.

Fronted by presenter, DJ and content creator Henrie Kwushue, the MTV Generation Change series will continue to spotlight the trailblazing efforts of alumni and current students from The Open University (OU) that are using the skills and knowledge they have gained from their degree to bring about positive change in the world.

Building on the success of season one (read the case study here), the second series will follow three new student stories to showcase how the OU continues to open doors for this generation of aspirational young people. Each student’s story will be intrinsically linked to one of MTV’s Generation Change’s three pillars including: equality, environment and health. The interview style branded- content will also reflect MTV’s and the OU’s shared ethos of amplifying voices of change and inclusivity, in the belief that every young person can make a difference.

Each student will feature in two hero stories. The first will tell their generation change story powered by their OU experience and the second to showcase exactly how they’re able to do this through a ‘day in their life’ style piece, highlighting the flexibility and engaging study materials the OU has to offer.

The series will premiere on MTV UK’s YouTube and Facebook pages. Promotional content will run across all social platforms, as well as on Paramount’s portfolio of linear TV and on-demand channels, to drive audiences to the longer formats. The campaign aims to improve audience understanding of the OU amongst 18 to 28 year olds, with a particular emphasis on inspiring Black and Asian communities to enrol.

Shea Halsey, Marketing Manager at The Open University said: “The Open University is delighted to continue its collaboration with MTV by launching a second series of Generation Change: Ones to Watch. This provides us with the perfect opportunity to share even more inspiring student stories that demonstrate how distance learning has enabled them to make positive change. The synergies between our brand values allows us to co-create meaningful content that aims to improve our reach and kudos with our target audience further.”

Amil Shah, Vice President, Digital Advertising Sales & Brand Partnerships at MTV said: “We are incredibly excited to continue this fantastic content partnership into 2022. Our MTV Generation Change series is the perfect platform to showcase the incredible achievements of the OU’s inspirational students who are empowered to create change and positivity in the world. This social-led partnership really showcases the best of what Velocity UK have to offer – from branded content and creative solutions to highly targeted premium social inventory and audience profiling.”

Sarah Jones, Director of Planning at Sky Media said: “We’re thrilled to be continuing our partnership with The Open University for the fourth year running. For the latest in this ongoing collaboration, MTV’s Generation Change stood out as the perfect match for the message and tone of this campaign. Together with MTV, we’re committed to helping The Open University reach and inspire its audience through Paramount’s premium content and platforms.”

Terri Squibb, Head of Partnerships at JUMP said “The latest series of the partnership between The Open University and MTV builds on the success of last year’s collaboration, which delivered some of the highest shift in perceptions of the OU that we have ever witnessed through content. The wealth of learnings and insights we gleaned from the first year revealed how the authenticity of the OU’s real student stories helps create meaningful connections with our target audience. By bringing together the brand values of MTV and The Open University, we have created a truly purposeful partnership that demonstrates the many benefits of studying at the OU.”

MTV International’s “Generation Change” campaign focuses on youth activism while highlighting important global and local issues. Developed to be fluid and tailored by market, the campaign elevates and empowers young people driving positive change in the world. 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.

This content partnership – planned and negotiated by JUMP, part of Havas Entertainment and Havas Media group with Sky Media as the exclusive linear and Video on Demand ad sales house for Paramount – will continue until 11th September.

The Open University Shines a Light on the Power of Education with MTV: Generation Change

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).