Building on its nearly 25-year legacy of amplifying young voters, MTV today unveiled "Elect This", a campaign to help its audience connect with the issues that matter to them in an election season dominated by personalities over policy, and scandal over substance.
A new, national MTV study* found that while an overwhelming 9 in 10 (92 percent) of Millennials ages 18-34 agree "this election is like a bad reality show" and nearly 3 in 4 (74 percent) are embarrassed by the current cycle, an even greater 93 percent see through the chaos and agree "this election should be about issues." Through original content that satirizes the punditry and illuminates the truth behind the talking points, "Elect This" will drive young voters to become more informed, raise their voices and take action on the topics that matter to them ranging from jobs and student debt, to racial injustice, healthcare, national security and more through digital and social opportunities and organizations, including exclusive partnerships with Change.org and Tumblr.
"The vast majority of Millennials are already frustrated and fatigued by this election cycle, yet remain energized and capable as ever about having an impact on the issues that matter to them," said Sean Atkins, President of MTV. "'Elect This' is about empowering them, amplifying their essential voice in the process, and supporting their ability to see past the tired political rhetoric that is so rampant in their daily social feeds to instead design real change."
The campaign is supported by a coalition of partner organizations focused on the issues most important to Millennials: American Civil Liberties Union, Anti-Defamation League, Define American, Enroll America, Everytown for Gun Safety, FWD.us, GLAAD, NAACP, National Partnership for Women and Families, NextGen Climate, Oxfam America, Planned Parenthood, RAINN, Rock the Vote, Truman National Security Project and Young Invincibles.
At launch, "Elect This" original content platforms include:
"Infographica" - An ongoing, short-form animated series that illustrates hyper-topical MTV polling data on critical issues. "Infographica" will be released multiple times a week across MTV's on-air, online and digital platforms.
"Robo-Roundtable" - A short-form linear and digital series that pokes fun at puppet politics with four social media-powered, life-sized animatronic robots that give real youth voices a national stage. The Robo-Roundtable will engage in daily, ongoing on-air and online debates, short-form social media, Facebook Live and Snapchat content and deliver breaking news throughout the election season. Additionally, beginning today, audiences will have the opportunity to actually voice the Robo-Roundtable discussions by tweeting their thoughts using the hashtag #roboroundtable. "Elect This" will select tweets throughout the election cycle from online debates between young people and politicians and project those opinions through the four animatrons.