VBS `Force For Good` Initiative and MTV back Metropolitan Police anti-knife crime campaign

Released on: September 2, 2008, 8:32 am

Press Release Author: Propeller Communications

Industry: Advertising

Press Release Summary: Viacom Brand Solutions (VBS) the sales house for MTV, VH1,
Nickelodeon and Paramount Comedy has launched the Metropolitan Polices powerful
anti-knife campaign, Operation Blunt, on TV as part of its Force For Good
initiative.

Press Release Body: The campaign aims to educate young people about the consequences
of carrying a knife and supports ongoing operational across London to reduce serious
violence amongst young people.

Launching today, a 60 second TV campaign will run for a fortnight across all MTV
channels.

Through Force For Good VBS offers to match advertising investment pound for pound
for organisations who seek to promote social good. The initiative aims to use the
power of TV to help address key societal issues, demonstrating that the medium can
and should be deployed more expansively to positively change behaviour on
potentially life-changing issues.

Angie Pollacchi, TV Planner and Buyer for Met Police campaign at MediaCom, said,
\"MTV is unique within the TV landscape in that it allows The Met to cost effectively
target a London youth audience without having to resort to cost prohibitive
terrestrial TV macros. The additional value provided by the force for good
initiative will aid the Met police considerably in the campaign objective of raising
awareness of the far reaching consequences of carrying a knife.\"

Nick Bampton, managing director at VBS said, This is a vital campaign and were
very passionate about getting involved. MTV can use its position as the mouthpiece
for teenagers to raise awareness of knife-related crime and bring issues that affect
young peoples personal safety and wellbeing in to the spotlight.

The deal was developed and created for VBS by MediaCom.

For further information about the campaign, please contact Press Bureau at Scotland
Yard on 020 7230 2171.


ENDS

About Viacom Brand Solutions

Viacom Brand Solutions UK (VBS UK), a brand focused sales house, was established in
January 2001 after MTV Networks UK won the sales contracts for Nickelodeon and
Paramount Comedy.

VBS UK represents all the brands of MTV Networks UK MTV ONE, MTV ONE+1, MTV HITS,
MTV DANCE, MTV TWO, MTV BASE, VH1, VH1 Classic, TMF, Nickelodeon, Nick Replay, Nick
Jr, NickJr2, Nicktoons, Paramount Comedy 1, Paramount Comedy 1 + 1, Paramount Comedy
2 and Paramount Comedy 2 + 1. VBS UK also represents E! Entertainment.

The sales team works with UK agencies and clients to develop solutions based around
its youth and entertainment brands. In addition to selling airtime, the team also
sell creative solutions driven by sponsorship, promotions, events, new media and
licensing opportunities.

VBS UK can provide advertisers with top quality, appropriate and distinctive
creative solutions at highly competitive rates, allowing many new advertisers to
adopt TV advertising as an effective and efficient communication option.

In March 2004 Viacom Brand Solutions teamed up with Capital Radio Group and IPC
ignite! to form a commercial alliance to create RSVP, a new one-stop service for
media agencies and advertisers targeting youth audiences.

For more information, please visit www.viacombrandsolutions.co.uk



Web Site: http://www.viacombrandsolutions.co.uk

Contact Details: Propeller Communications
7, Carlisle Street
London W1D 3BW
T: +44 (0)207 087 2730

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