MTV launches 2020 ‘+1thevote’ marketing campaign to mobilize Millennials and Gen Z


(Information) – In 1990, a bikini-clad Madonna wrapped in a U.S. flag urged MTV viewers to vote in Senate elections because the youth tv community partnered with a “Rock the Vote” marketing campaign that blended popular culture and politics.

FILE PHOTO: Numerous logos of the completely different cable channels from the MTV Networks are pictured on the Cable Tv Critics Affiliation press tour in Pasadena, California July 13, 2006. The channels range from MTV, Nickelodeon to Nation Music Tv. taken July 13, 2006. Information/Fred Prouser/File Photograph

Thirty years on, with Millennials and Gen Z poised to outnumber the Child Boomer era for the primary time in a U.S. presidential election, MTV on Tuesday launched its most formidable turnout marketing campaign ever, reaching past celebrities to faucet into burgeoning youth activism.

The year-long “+1thevote” initiative throughout MTV’s a number of TV platforms, social media and dwell occasions contains plans to open new polling stations in school campuses, sponsor college proms that host registration drives, and combine voting messages into exhibits.

“You’ll want to look no additional than the local weather change strikes and what’s taking place within the streets to see that this can be a fired-up era,” stated Brianna Cayo Cotter, SVP of social impression for MTV and its affiliate platforms VH1, CMT and Emblem.

“However they need to vote on this election to take that zeal and switch it into political energy. That’s the goal of this marketing campaign – how can we assist younger individuals, who’re so passionate however for whom voting immediately was not likely designed,” she instructed Information.

The marketing campaign is aimed toward first time voters, particularly the four million Individuals who will flip 18 in time for the Nov. eight presidential elections. It goals to make voting an expertise to be shared with pals, or a “plus one.”

Millennials and Gen Z – these born between 1981-96 and after 1996, respectively – will make up 37 % of the U.S. voters, in line with a January report from the Pew Analysis Heart, outnumbering for the primary time Boomers born between 1946-64.

MTV, a unit of Viacom, is well-placed to catch their consideration because the most-watched non-sports U.S. cable community in primetime with 18-34 12 months olds, in line with Nielsen knowledge.

The previous three years have seen a increase in youth activism on points starting from local weather change, partly impressed by 16 year-old Swedish activist Greta Thunberg, to gun management, civil rights and immigration.

But for the 2 generations raised on the web and sensible telephones, the method of registering and voting can appear bewildering, MTV discovered throughout months of analysis.

“Folks have questions which might be like, ‘What do I put on to vote?’, and ‘The place do I am going?’ To younger individuals who can order something on their telephones mechanically, the truth that in numerous locations they must go to a put up workplace and get a stamp feels loopy,” stated Cayo Cotter.

A part of the +1thevote marketing campaign includes a partnership with Campus Vote Mission and two different grassroots teams to create dozens of recent polling stations on faculty campuses and in native communities nationwide to make youth voting extra accessible.

Some 1,200 polling stations have been shut down throughout the Southern United States since 2014, in line with a September report by the Management Convention on Civil and Human Rights.

The MTV initiative additionally features a drive to combine voting messages in TV exhibits throughout the trade and plans to register voters ready in line at MTV occasions just like the Video Music Awards.

“If we are able to use our platforms’ superpowers to succeed in an untapped and largely ignored viewers, we’re going to have the ability to unlock an unbelievable quantity of first time voters that in any other case would in all probability sit this election out,” stated Cayo Cotter.

Reporting by Jill Serjeant; enhancing by Jane Wardell