MTV channels the change and keeps issues top of mind on MTV Act, a pro-social blog that enables its audience to take action and connect to the issues they care about.
MTV Act is an entry point for those looking to learn more and do more, giving them the lowdown on the social issues being talked about in youth culture, what’s being tackled on MTV and the organizations that need their help. In the two years since it went live, the site has averaged 2 million unique visitors annually, and the community has collectively taken more than 70,000 actions. The initiative also has almost 26,000 followers on Twitter (@MTVact), more than 40,000 likes on Facebook and 40,000 followers on Formspring.
For the second year, MTV’s Video Music Awards included the MTV Act-inspired “Best Video With a Message” category to celebrate the union between music and social activism. The 2012 winner, “Skyscraper” by Demi Lovato, is an anthem of personal strength and resilience, indirectly referring to her battles against eating disorders, depression and self-harm. The video, along with the six other nominees, led more than 10,000 people to learn more about the issues in the videos and move toward taking action to address them.