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MTV’s 2020 +1theVote Campaign Harnesses the Power of Friendship to Ignite the Country’s Largest Voting Bloc

November 19, 2019

NEW YORK--(BUSINESS WIRE)--Nov 19, 2019--

MTV is harnessing the power of friendship to ignite the most powerful voting bloc in the country. The global youth brand, whose impact on youth turnout dates back to “Choose or Lose,” today announced its 2020 +1theVote campaign. This year-long initiative will target first-time voters – including the four million who will turn 18 before the election – to help make voting a part of their personal identity and an experience to be shared with friends.

MTV’s +1theVote builds on its successful 2018 midterm campaign, which unleashed a powerful coalition of talent, nonprofit and corporate partners that encouraged young people to vote with a friend. Two months post-launch, the AP cited a 20% increase in young people who were “extremely likely” to bring a friend to the polls.

The campaign also marks the first national effort to open new polling sites across the country on college campuses and in local communities.

“It’s astounding that tens of millions of eligible voters have never been invited to register,” said Brianna Cayo Cotter, MTV’s Senior Vice President, Social Impact. “We know that once people vote 2-3 times, it becomes a habit and our goal is to celebrate this coming of age ritual and turn them into lifelong voters.”

Gen Z and Millennials have an opportunity to outnumber the Boomer generation for the first time in a presidential election. As the most-watched non-sports U.S. cable network in primetime with 18-34 year-olds, MTV will use all of its platforms – linear, digital, social and live events – to reach them through the following programs:

Additionally, MTV is reimagining the voting experience at the polls by creating installations and events to make the moment more memorable and social.

Digital animation here, download here
Hi-res photos here

ABOUT MTV

MTV is the leading global youth media brand in 180 countries, reaching 450 million households in nearly 30 different languages across every platform. A unit of Viacom Inc. (NASDAQ: VIAB, VIA), MTV operations span cable and mobile networks, live events, theatrical films and MTV Studios

View source version on businesswire.com:https://www.businesswire.com/news/home/20191119005796/en/

CONTACT: Lauren Nowell

Lauren.Nowell@viacom.comJo Flattery

Jo.Flattery@viacom.comMariana Garces

Mariana.Garces@viacom.com

KEYWORD: UNITED STATES NORTH AMERICA NEW YORK

INDUSTRY KEYWORD: WOMEN TEENS MEN TV AND RADIO MUSIC MOBILE ENTERTAINMENT CONSUMER ENTERTAINMENT

SOURCE: MTV

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PUB: 11/19/2019 10:57 AM/DISC: 11/19/2019 10:57 AM

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