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Breaking through the ad clutter to raise awareness of social issues and affect change can be challenging, but Viacom is aiming to do just that by projecting eye-opening statistics directly onto buildings in New York City. Viacom teamed up with Witness, a human rights organization co-founded by musician Peter Gabriel, for a series of PSAs, "Witness the Power of Story." The spots are being rolled out across Viacom's networks, including MTV, VH1, CMT, BET and Spike.
The PSAs draw attention to each network's social good campaigns, which are geared toward their specific target audiences: Look Different, MTV's effort to combat gender bias; VH1 Save the Music Foundation, which is dedicated to keeping music education in public schools; CMT Empowering Education, an initiative to improve rural education; BET's What's At Stake, a campaign for empowering African-American millennials, and Spike's Veterans Operation Wellness, a campaign for veterans' health issues.
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