2013 MTV ONU Mujeres Violence Against Women

Partner Report:
ONU Mujeres / MTV
“El Valiente No Es Violento”
Campaign 2013
Agenda
 Executive Summary
 360° Campaign Deliverables
• On The Ground Support
• On Air Exposure
• Online Traffic
• Social Media Push
• Press Efforts
 Added Value: Amplified by MTV
DJ ADC LUVRUN Campaign
Executive Summary
MTV Latin America, in collaboration with UN Women, set out to spread awareness of
UNETE’s campaign “El Valiente No Es Violento”, via numerous of our communication outlets.
OBJECTIVES
To inspire youth, specifically young men, throughout Latin America and the Caribbean, to
proactively push for a society free of violence against women and girls by implementing local
initiatives and programs that focus on terminating violence and discrimination in general.
To amplify the messaging of UNETE’s “El Valiente No Es Violento” (EVNEV) Campaign via
multiple Viacom communication platforms.
CAMPAIGN COMPONENTS
EVNEV Launch Event:
• Extensive 35-page toolkit tailored for our millennial youth
• MTV presence & support during “El Valiente No Es Violento” launch event in Quito,
including DJ Mauricio Parra 3-hour plus performance during the event
• News report documenting EVNEV launch event
• On-air mention of EVNEV campaign via our hosted program, MTV Guik
• Ongoing social media support and press efforts
Call To Action:
• :30 second contest spot inviting youth to download campaign’s toolkit and implement
changes in their communities
• Dedicated online contest page on mtvagentesdecambio.com with campaign’s
messaging, reaching over 22,000 views
• :30 contest winner profile spot
• Contest and winner profile spots aired in multiple Viacom channels, more than 700
times
• Ongoing social media support and press efforts
Huge Research Component
• Study conducted before EVNEV launch event; results provided before winner selection
• A separate study before the premiere of contest winner profile spot; results of both
studies provided after this premiere – which reflected positive changes in youth beliefs.
ADDED VALUE
A whole separate 360° campaign, MTV DJ Agentes de Cambio contest, dedicated to
“El Valiente No Es Violento” key initiatives, with media value of $415k
FINAL MEDIA VALUE = $875,000
Almost 50% more than originally anticipated ($458k)
A Complete 360° Campaign
Components & Deliverables
ON THE
GROUND
PRESS
SOCIAL
MEDIA
ON-AIR
RESEARCH
DIGITAL
WITH
TOOLKIT
EVNEV Campaign Toolkit
Full version can be downloaded via
WWW.VBSA.TV, under Creative Solutions
EVNEV Campaign Launch
News report documenting the launch event in Quito, hosted by Ilana Sod, can be viewed:
http://www.youtube.com/watch?v=x0N3-oMkOeE&feature=player_embedded
Call To Action Spot
Also promoted via:
Contest Winner Profile Spot
Also promoted via:
On Air Exposure
On Air Over Delivery
Over 75 Million
Households Reached
Originally, Viacom agreed to (75) on-air rotations per spot:
(75) Call To Action + (75) Contest Winner Profile Spot
Viacom OVER-DELIVERED: MORE THAN 700 rotations ran
on both MTV, MTV Hits, & VH1 Latin America channels
Additional on-air Excel reports will be provided upon request.
MTV North
MTV South
MTV South
MTV Central
MTV Hits LatAm
VH1 North
VH1 South
Online Traffic during Campaign
Social Media
Amplified via Social Media
Press Push
Research Studies
Complete research presentation will be re-sent upon request.
ADDED VALUE
MTV DJ Agentes de Cambio LUVRUN
Campaign 2013
More Added Value
MTVNLA & DJ Mag Latin America, together with Fundacion DJ,
launched the 2nd DJ Agentes de Cambio LUVRUN contest, which
motivated DJs throughout Latin America to amplify UNETE’s
campaign “El Valiente No Es Valiente”.
EVNEV campaign’s messaging was integrated via multiple
platforms of the promotion, including social media, digital, press,
& on the ground.
On Air & Digital Activity
Call To Action Spot
Winner & Finalists Submission Videos
DJ ADC Winner Profile Spot
Click here to view winner & finalists videos:
WWW.FUNDACIONDJ.ORG (Contests tab)
Digital & Social Media Push
Even the President of Costa Rica
voted for DJ Hooligan – the winner
of the contest!
Press Push
Media Reach: 126K
http://www.totalmedios.com/nota/18770/mtv-anuncio-ellanzamiento-del-segundo-concurso-dj-agentes-de-cambio
Colombia.com: 18K
La Republica: 179K
El Espectador: 2,800
Additional Press
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http://www.totalmedios.com/nota/18770/mtv-anuncio-el-lanzamiento-del-segundo-concurso-dj-agentes-decambio
http://www.scnoticias.org/?node=page,7524
http://www.reportecorporativo.com/mtv-y-dj-mag-latinoamerica-con-fundacion-desarrollo-juvenil-anuncian-elganador-del-segundo-concurso-dj-agentes-de-cambio-apoyando-la-iniciativa-el-valiente-no-es-violento/
http://www.elespectador.com/entretenimiento/agenda/musica/mtv-busca-dj-amen-mujeres-articulo-437439
http://www.colombia.com/entretenimiento/television/sdi/70899/segundo-ganador-dj-agentes-de-cambio-de-mtv
https://www.larepublica.net/app/cms/www/index.php?pk_articulo=533307210
http://www.frequency.com/video/dj-menphys-mtv-dj-agente-de-cambio-y/114236131/-/5-751
http://www.enelshow.com/musica/2013/10/17/entrevista-con-mauricio-parra-fundador-de-dj-agentes-de-cambio
http://www.enelshow.com/musica/2013/10/17/entrevista-con-mauricio-parra-fundador-de-dj-agentes-de-cambio
http://voxxi.com/2013/08/06/dj-mauricio-parra-south-beach-spinner/
http://www.huffingtonpost.com/2013/08/06/dj-mauricio-parra_n_3714755.html
http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=28&ved=0CHMQFjAHOBQ&url=http%3A%2
F%2Fmx.noticias.yahoo.com%2Fblogs%2Fheroes-anonimos%2Fcorre-5-kil%25C3%25B3metros-a-todo-color005019083.html&ei=OtOPUr6kMsjKkAel94HQDg&usg=AFQjCNFZRprjNZGCOGuf7ZTET6WiIDQ4Mw&sig2=VvFLA2cUcgWohJgIZBg4Q
Thank
You!