Viacom_Impact_Across_Our_Brands

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A LOOK AT VIACOM'S IMPACT THROUGH THE
COMMUNITY EFFORTS ACROSS OUR BRANDS
FALL '15
BET GOES PINK
This October, BET Networks launched its annual BET Goes Pink campaign to educate and
empower African American men and women about breast cancer. This year’s new BET Goes Pink
initiative, “Where Do You Do It?” featured a call­to­action PSA where viewers were encouraged to
share where they do breast self­exams with #WHEREDOYOUDOIT. Through this social media
campaign, BET donated over half a million dollars in media value to the cause resulting in 1.57
million views online. BET also partnered with various non­profit organizations such as: Kicked It In
Heels, the Congressional Black Caucus, and Planned Parenthood on breast cancer awareness
events. BET Goes Pink also co­hosted a Prevention Power Lunch event with employee affinity
groups HERE and the BEAT, and Viacommunity to bring important breast cancer awareness
messaging to Viacom employees.
On November 10th , BET and Intel hosted an invitation­only Fireside Chat event at Viacom’s
REFRESH featuring BET CEO Debra Lee and Intel Foundation President Rosalind Hudnell
discussing the importance of diversity in Science Technology Engineering and Math (STEM). The
three hour event generated over 70K social media impressions. Later in the month BET and Intel
also hosted a hackathon event with the girls of Honey Shine, featuring three Intel engineers as
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they shared career opportunities in the field of STEM and worked with the girls.
SPIKE TV BREAKS THE GUINNESS WORLD RECORD
This Veterans Day, as part of Spike’s Veterans Operation Wellness (VOW), Marine Corps Vet Guy
Valentino broke the Guinness World Records™ pull­ups record with a total of 5,862 pull­ups in 24 hours!
Viacom employees joined Guy at 1515 Broadway to cheer him on as he began his challenge on
Veterans Day and set a new Guinness World Records™ record on­air the following morning. Guy's
record­setting was part of an effort to help Veterans Operation Wellness inspire vets to make the same
commitment to their health and wellness that they have made to their country. Veterans and civilians
alike were encouraged to make a VOW to their health and share on social media with #VOWnow. In
celebration of Viacommunity’s 20th Anniversary and an ongoing commitment to veterans like Guy,
Viacom also made donations to veteran organizations The Yellow Ribbon Fund and The United War
Veterans Council. This August, MTV unveiled a major
expansion of “Look Different,” its
networks’ Emmy Award­winning anti­bias
campaign, with a series of new initiatives
focused on gender bias. Look Different
released a series of gender­focused,
thought­provoking PSAs in addition to
adding digital tools like an Implicit Bias
Quiz and a Gender Bias Cleanse. MTV’s
“Look Different” campaign also presented
a groundbreaking week­long initiative to
stand in solidarity with the transgender
community in honor of Transgender
Awareness Week from November 16­20.
This summer, MTV Shuga helped get
50,000 young people in Nigeria tested for
HIV. This initiative led up to the release of
the show’s newest season, which aired
on 158 channels globally with an
estimated viewership of 719 million
people. MTV Breaks continued to support young
creative talent around the world by
offering experiences of a lifetime at the
MTV Europe Music Awards. In partnership
On November 9th , Logo Documentary
Films premiered “Gen Silent.” The film
helped create a national discussion
around LGBT elders, a community that is
too often left invisible. The documentary
tracked LGBT senior citizens as they
navigate homophobia and transphobia in
the elder care system, which forces many
LGBT senior Americans back into the
closet.
Logo held a panel discussion in
Washington D.C. following the screening,
moderated by Washington Post columnist
Steven Petrow. He was joined by AARP,
HRC, and SAGE, marking the first time
that these national groups came together
to speak publicly about LGBT elders and
the unique challenges they face. In
conjunction with the premier, Logo
launched Blogging for LGBT Elders Day,
in which sites ran posts to raise
awareness of the issue of LGBT aging. with Sony, individuals were given the
opportunities to stand­in as
photographers, make­up artists, graphic
designers, social media correspondents,
and even virtual reality directors for the
event. MTV Breaks also hosted a week­
long workshop in Milan with free sessions
dedicated to topics ranging from being in
an EMA­nominated band to a day in the
life of a celebrity nail artist.
NICKELODEON HALO AWARDS
Nickelodeon hosted its annual HALO Awards on November 29th . Host Nick Cannon, joined by Fifth
Harmony, Joe Jonas, Tori Kelly, Flo Rida, and WALK THE MOON, recognized four young honorees from
around the country who are “Helping and Leading Others” (HALO) in their communities. In addition to
being awarded a grant for their organization and scholarship funds, each HALO Award honoree was
given an once­in­a­lifetime opportunity to meet and connect with celebrities who share their same
passion for service. Stars from hit series on Nick battled it out with in­show physical challenges that
helped raise money for the organizations of the HALO Award honorees. The event also celebrated its
inaugural HALO Hall of Fame recipient, Justin Bieber, for his philanthropic work with Make­A­Wish® and
Pencils of Promise. Since 2009, Bieber has granted a wish at nearly every tour stop where he visits with
wish kids and their families. Over the last six years, he has granted more than 250 wishes for his fans.
VH1'S SAVE THE MUSIC
Zac Barnett from American Authors, an American alternative rock and country band, collaborated
with Save The Music to celebrate the “Keys + Kids” Piano grant at the Richard Green Central Park
Community School in Minneapolis. During this dedication, Zac Barnett celebrated the piano
delivery with us by visiting the schools and meeting with students, teachers and administrators.
The pleasantly surprised students were thrilled to be able to sing along to American Author’s hit
song, "Best Day Of My Life", while being accompanied by the piano that was donated to the
school. This was the second year that VH1 offered the Keys + Kids piano program to students.
Celebrity Zendaya Coleman hosted this year’s Barbie Rock and Royals Concert at the Hollywood
Palladium, where a great army of ecstatic little girls had the chance to catwalk down the pink
carpet, participate in choreographed dance sessions, and paid a visit to the Super Style Zone for
some star treatment. Visitors to the “VH1 Save The Music Discovery Zone” also had the
opportunity to try out instruments. VH1 also partnered with Just Dance® 2016 to feature a special
Community Remix that allows players to record and submit themselves dancing to a specific song
for a chance to be showcased in the game. Students had the opportunity to win a grant for their
school through their submissions.
PARAMOUNT PICTURES
On September 28th, Paramount employees and guests gathered in the Paramount Theater for a benefit
viewing of the 1980s classic American Gigolo. The event featured a pre­screening interview with the
film’s star and AIDS activist, Carole Cook. Donations raised from the screening went to the Paramount’s
AIDS Walk LA team that then went on to raise more than $53,000 for the cause.
Paramount was also among many others providing financial support as the City of Los Angeles
expanded their Domestic Abuse Response Teams (DART) in L.A. as part of an initiative in honor of
October’s Domestic Violence Awareness month. The studio also hosted a fundraising initiative with the
cast of its 2016 film, Star Trek Beyond. Star Trek’s stars offered once­in­a­lifetime fan experiences to
benefit their favorite charities. The non­profit organizations selected included Brave Beginnings and St.
Jude’s Children’s Hospital. Lastly, this fall marked a new year of mentoring for 100 Paramount
employees with students in a neighboring community from elementary through high school. GET SCHOOLED'S NEW TEXTING CAMPAIGN
Get Schooled has leveraged its powerful connection with students to produce virtual guidance
counseling for high school seniors using text technology. Students text in their questions, and a
trained volunteer will answer them and/or pass them along to experts. This fall, Get Schooled has
exchanged more than 150,000 texts with students – offering advice and support as they figure out
where to apply to college, how to deal with a difficult teacher, or struggling with what to do after
high school. Beginning in January, the text line will offer students advice on their #1
concern: how to access financial aid to pay for college. NICKELODEON INTERNATIONAL
In August, Columbian pop icon Juanes was the recipient of the “Agent of Change” award at the second
edition of the Kids’ Choice Awards in Bogota. He was recognized in front of 5000 Nickelodeon fans for
Fundación Mi Sangre, his nonprofit foundation that supports everyone’s potential to be a peace­builder.
The Foundation’s programs offer Columbian youth the chance to practice the arts in order to keep them
away from the threat of violence on the streets. In the nine years since his initiative began, Juanes’ work
has positively impacted close to 85,000 Columbians. VIACOMMUNITY
Click here for more about these initiatives.
In November, Viacom launched a social media campaign with WITNESS, an international human
rights organization that equips people to use video to inspire change. The initiative encouraged
people to raise their voices by sharing videos with #story4change. Viacom’s videos created a call
to action through the lenses of its brands’ specific campaigns such as MTV’s Look Different
campaign and VH1’s Save The Music Foundation.
Viacom was also on the forefront of advocating change with Viacommunity’s Week of Giving.
During the week leading up to Thanksgiving, Viacom and its employees rallied to combat hunger.
Employees at Viacom’s New York headquarters partnered with Stop Hunger Now, a nonprofit
driven by a vision of a world without hunger, to assemble 20,000 healthy meals in just two hours.
Meals were then distributed overseas through feeding programs operated by partner
organizations in developing countries to help the world’s most vulnerable communities. Viacom
also helped bring food relief locally by collaborating with City Meals­on­Wheels, a New York
organization that delivers nutritious meals on foot to homebound seniors. Employees were
assigned various routes within walking distance of the local senior center and devoted their time
to ensure a warm meal and a smile to over 150 homebound seniors.