The Drum Awards for Marketing - Extended Deadline

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By John Glenday, Reporter

October 26, 2015 | 1 min read

MTF is to highlight the plight of child migrants in Europe at the conclusion of the 2015 MTV EMAs in Milan by unveiling a 23x16m ‘Freedom’ flag denoting a fictitious country that knows no borders.

Incorporating national flags from around the globe to spell out the word ‘Freedom’ the campaign aims to raise awareness via social media and generate individual donations to help alleviate the ongoing crisis.

Georgia Arnold, senior-vice president, social responsibility, Viacom International Media Networks, said: “Young people are always on the front lines of social change. Knowing that the refugee crisis is one of the biggest humanitarian issues the world is facing, it’s critical that we partner with our audience to help them unify globally and raise their voices to make a positive impact on what can seem like an impossibly complex situation.

"The MTV Freedom Campaign will empower our audience, while giving them deeper insight into the realities of life as a refugee.”

Ad agency Young & Rubicam have donated their time and resources to create and develop the MTV Freedom concept on a pro-bono basis.

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