MTV and ViacomCBS Entertainment & Youth Group are joining forces with the Ad Council to educate college students about proactively preventing the spread of COVID-19.
The #BacktoSchoolTogether digital campaign features a free media toolkit for colleges and universities that consists of a style guide and a suite of creative assets that schools can customize across their social channels and digital platforms.
In addition, there are three creative campaigns, each focused on a specific issue. Delcan & Co and Block & Tackle worked with MTV's in-house creative team to create the spots.
The first campaign entitled “Do it for Everyone” includes two spots that tap into the value of peer culture, community support and compliance for following public health guidance.
The second campaign includes a series of four informational spots that introduces Dr. Darien Sutton-Ramsey, an emergency medicine physician, to address myths that have been disseminated among young people.
The third features a duo of animated spots that promote the need to “slow the spread” through mask-wearing, social distancing and washing hands.
The PSAs direct students to backtoschooltogether.com to get additional tips and information as well as resources for mental health support. The spots will air across all platforms of the ViacomCBS Entertainment & Youth Group brands starting Sept. 14 during its "Back to School" week.
“The #AloneTogether campaign resonates with younger audiences because it meets them wherever they are – on social channels and platforms,” explains Jacqueline Parkes, CMO and executive vice president digital studios for ViacomCBS Entertainment & Youth Group. “We are leveraging our 600 million social media following to connect directly to students with these important messages that can keep them safe at this critically important time.”
Other partners leveraging their respective platforms include The ANA Educational Foundation, the American Hospital Association and NASPA – Student Affairs Administrators in Higher Education, The Jed Foundation and Swank Motion Pictures.