In its music video for “All I Need” and upcoming concert tour, Radiohead campaigns against human trafficking as part of a multimedia initiative created by Viacom’s MTV Europe Foundation, AdWeek reports. The MTV Exit (End Exploitation and Trafficking) initiative also plans to produce other live events and an animated film on human trafficking.
MTV’s efforts illustrate the growing use of branded-entertainment as a way to distribute corporate responsibility campaigns, which are geared to creating deeper relationships with consumers concerned about environmental and social issues. Other brands using this tactic include Boost Mobile, the Microsoft Network and Virgin Mobile USA.
The challenge for brands, of course, is to ensure that their approaches and messaging are seen as authentic. Consumers want companies to show real commitment to a cause, not just create a onetime event. Read more.
Article Source from Adweek
News Source: CSR Europe
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