ViacomCBS and NBCUniversal: #AloneTogether by The Ad Council
In partnership with the Ad Council, ViacomCBS’ Entertainment & Youth Brands led by MTV, Comedy Central, Paramount Network, CMT and VH1, launched #AloneTogether, a national social- and talent-led campaign that educates audiences on the importance of social distancing and drives unity through entertainment. A focus on mental health is a vital part of the effort, underscoring that social distancing does not mean social isolation.
These brands are developing #AloneTogether content to be shared collectively to their more than 500 million social followers, communicating the public health message through their distinct brand voices. Creative executions include:
-Self-shot videos and live takeovers from music and celebrity talent across the portfolio sharing how they are #AloneTogether at home
-Daily engagement through series’ social accounts, encouraging conversation and among fans
-Inspiring profiles of young people who are making a difference during this pandemic
The campaign will also be tailored and supported by Nickelodeon, BET, CBS and CBS All-Access, Awesomeness, Pluto TV and Showtime. The open-source model is designed to easily and quickly expand across ViacomCBS and beyond. Further, a toolkit of core creative assets is being developed so that #AloneTogether messaging can be used by other cable, broadcast, digital, social and audio companies. It is flexible, tailored by brand/audience, low-lift and social-first. It also is complementary to any other PSA creative.
The Ad Council is also collaborating to extend #AloneTogether through its network of national media partners, platforms and influencers.
Artists and talent from MTV, Comedy Central, Paramount Network, CMT and VH1 – along with the rest of the E&Y brands – today featured the #AloneTogether across their social platforms, Jersey Shore’s Pauly D, Trevor Noah, David Spade, RuPaul’s Drag Race, Black Ink Crew and the Schitt’s Creek, among others.
In addition, NBCU has created warnings for those most at risk for coronavirus, including those over 65, those with diabetes and heart disease and cancer.
The Ad Council