MTV creates Dickhead campaign for Red Cross
The Red Cross has launched a series of TVCs for its campaign ‘Look after your mates’, created by MTV.
The campaign is a part of the Red Cross ‘save-a-mate’ program, a national youth initiative that focuses on young people’s safety and wellbeing.
MTV Australia staff took part in a company-wide initiative to come up with the creative concepts, ‘Club’ and ‘Dickhead’, in a way that would resonate with network’s 16 to 24 year old audience.
“By working with MTV we are able to take save-a-mate to a far broader and more diverse youth market than we can ever achieve using our existing resources and funding,” said Red Cross national youth health and wellbeing coordinator, Belinda Stedman.
MTV staff were asked to come up with a campaign that could run on-air on MTV Australia, on mtv.com.au and saveamate.org.au, with Red Cross finally selecting the two concepts from a total of 10.
Both TVCs focus on youth issues related to drugs and alcohol.
“We’re big fans of Red Cross save-a-mate campaign. Our staff are mostly within the save-a-mate target age group, and our partnership with Red Cross provided an opportunity for the whole team to get together and come up with something that they felt would connect with their pals,” commented Dave Sibley, managing director of MTV Networks Australia and New Zealand.