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Sean Atkins MTV Technology

For 2016, MTV is 'rocking the vote' with new 'Elect This' campaign

By Jon Rittenberg, Contributor

June 4, 2016 | 3 min read

In-line with its close to 25-year history of providing political coverage to America’s youth MTV has announced the launch of its “Elect This” campaign.

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The multiplatform movement is designed to focus on the issues at-hand and cut through the caricature-driven media circus that has plagued the 2016 elections thus far. In its early stages, 'Elect This' has partnered with Change.org, Rock the Vote, GLAAD and the NAACP (among others) as well as with celebrities including Melissa McCarthy, Carmelo Anthony and Common. The campaign will produce original content for MTV’s linear and digital networks, as well as for Tumblr.

“The vast majority of Millennials are already frustrated and fatigued by this election cycle, yet remain energized and capable as ever about having an impact on the issues that matter to them,” said Sean Atkins, President of MTV. “‘Elect This’ is about empowering them, amplifying their essential voice in the process, and supporting their ability to see past the tired political rhetoric that is so rampant in their daily social feeds to instead design real change.”

Atkin’s sentiment isn’t his own, it’s based on an MTV study that found that while an overwhelming 9 in 10 (92 per cent) of Millennials ages 18-34 agree “this election is like a bad reality show” and nearly 3 in 4 (74 per cent) are embarrassed by the current cycle, an even greater 93 per cent see through the chaos and agree “this election should be about issues.”

At launch, “Elect This” original content platforms include Infographica a short-form animated series that illustrates MTV polling data on critical issues and Robo-Roundtable a short-form linear and digital series that pokes fun at puppet politics with four social media-powered, life-sized animatronic robots. that give real youth voices a national stage. The Robo-Roundtable will engage in daily, ongoing on-air and online debates, short-form social media, Facebook Live and Snapchat content and deliver breaking news throughout the election season.

Additionally, MTV and Tumblr will produce a series of initiatives throughout the election cycle to encourage its’ audience to take action.

The campaign’s online hub, electthis.com, will house information on the issues, helpful resources, action steps and tools for audiences that want to get involved and informed on the issues. Additionally, several interactive tools will be available at launch including “Elect This Generation,” a tool for users to connect with celebrities on issues they care about “Spend This,” a digital tool that translates the cost of the 2016 election into things that really matter, from burritos and Beyonce tickets to birth control and salaries for teachers.

Sean Atkins MTV Technology

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