MTV Networks Europe is set to launch a powerful continuation of it’s on air campaign urging the release of Aung San Suu Kyi, leader of the Burmese Democratic Movement. Following on from Aung San Suu Kyi being announced winner of last month’s Free Your Mind Award at the MTV Europe Music Awards 2003, MTV Europe is set to launch a poignant campaign designed to urge MTV viewers to write to the United Nations calling for the release of the Nobel Peace Prize laureate. The campaign will air across MTV Networks Europe’s 113 million homes from 8 December 2003
The arresting campaign will be made available to all 42 MTV channels worldwide, reaching a potential audience of 1 billion in 166 territories. It depicts a teenage girl in typical teenager’s bedroom complete with posters, make-up, clothes and stereo. The cheery surroundings eerily begin to dissolve away to reveal a transformed room as posters curl away from the walls, the soft carpet fades into a cold damp stone floor, a dripping tap and surroundings of a prison cell. With the tagline ‘How would you feel if your home was a prison?’ this technologically innovative promo with it’s raw political message is designed to further spur MTV viewers into action by asking them lobby the U.N for the release of Aung San Suu Kyi. This campaign follows MTV’s pan-European Free Aung San Suu Kyi Campaign launched earlier this year.
Commented Brent Hansen, President & Chief Executive MTVNE: ‘MTV is all about providing a platform for the voice of young people, and we vehemently support everyone’ right to freedom of expression, no matter who they are or where they live. This campaign exemplifies MTV’s support of Aung San Suu Kyi’s relentless pursuit of justice – she was a truly worthy winner of the Free Your Mind Award at this year’s MTV Europe Music Awards and is an international symbol of peace.”
John Jackson, Director of the Burma Campaign UK said “MTV’s campaign is taking the profile of Aung San Suu Kyi and the plight of the Burmese people to a level we would never have imagined. Our aim is to make Burma as big an issue in this decade as Apartheid was in the 1980s. MTV is vital in helping us achieve that.”
MTV Networks Europe commissioned renowned Amsterdam based International advertising agency StrawberryFrog to produce the campaign.
Scott Goodson Executive Creative Director of StrawberryFrog, said “MTV is one of the most influential global brands, while Aung San Suu Kyi is a global symbol of justice and peace. We have created a powerful film with an impactful, emotional message that will resonate with MTV audiences all over the world. A powerful insight can unify people across the globe. Our aim is to raise awareness to physically get people to do something.”
This promo comes in the wake of a series of recently aired promo spots aired to MTV Europe’s 113 million households urging the release of Aung San Suu Kyi via an
on-air campaign supported by Coldplay lead singer Chris Martin, Bono, Bob Geldof, Macy Gray and Lenny Kravtiz. The on-air campaign encourages viewers to go to the campaign website – www.mtvburmaaction.com and email the United Nations to implore they take steps to free Aung San Suu Kyi. To date, an overwhelming figure of over 73,000 emails have been sent to the U.N as a result of this initiative.
For further information and pictures, please contact:
Polly Stevens / Suzi Lancaster
MTV Networks Europe
Tel: +44 (0)20 7478 6615 / 6716
Fax: +44 (0)20 7478 6049
stevens.polly@mtvne.com / lancaster.suzi@mtvne.com