ACTIVISM

MTV SPOTLIGHTS YOUTH ACTION TO END DIGITAL ABUSE WITH NEW INTERACTIVE TOOL

10.26.10

Youth-Conceived Online Visualization Celebrates and Rewards Young People for Stopping the Spread of Cyberbullying and all Forms of Digital Abuse

MTV Launches VMA Sweepstakes for Youth Who Take Action, Adds Common Sense Media, myYearbook, ConnectSafely and iKeepSafe as A THIN LINE Campaign Partners

MTV’s A THIN LINE campaign today unveiled “Draw Your Line” – a new interactive, online visualization that celebrates all the ways young people around the United States are taking action to stop the spread of digital abuse – including cyberbullying, sexting and all forms of digital harassment.  Launched as part of “National Bullying Prevention Month” and ”Domestic Violence Awareness Month,” with support from Blue Shield of California Foundation, this youth-conceived tool serves as an online destination where young people can join forces to foster an environment of positive action, while working to stop the cycle of online bullying and abuse.  As an added bonus, every young person who posts an action to “Draw Your Line” between now and the end of the year can enter for a chance to win a trip for two to the 2011 MTV Video Music Awards. 

“No generation has ever come of age dealing with the consequences of large-scale digital abuse,” said Jason Rzepka, Vice President of MTV Public Affairs. “MTV is partnering with our audience to help turn the tide on this uniquely 21st century issue – and empowering them to develop a new code of ethics for the digital age.  We applaud the more than half a million young people who have already taken action as part of our ‘A THIN LINE’ campaign, and hope ‘Draw Your Line’ will inspire many more to get involved.” 

With 50 percent of 14 – 24 year olds in a MTV-Associated Press study stating they have been the target of some form of digital abuse, young people are disproportionally affected by this issue, but also best equipped to truly address its viral spread.  “Draw Your Line” was inspired by 24 year-old Michael Bastianelli’s winning entry for the “Redraw the Line” Challenge, which called on America’s youth to imagine innovative digital solutions to help stop the spread of online bullying and digital harassment.  After taking audience input into account on which idea had the most potential to make a positive impact, Bastianelli’s idea was selected as the winner and he was awarded a $10,000 grand prize, along with news that MTV would develop his concept. 

“Digital abuse is an issue that has the potential to get worse as technology evolves.  I’ve personally been affected by cyberbullying and bullying, and I know just how hurtful and damaging it can be—the only way we can prevent this flood of abuse is to be proactive about it,” said Michael Bastianelli, whose winning entry was the inspiration for “Draw Your Line.”  “I’m thrilled to see MTV turn my concept into a reality – I believe ‘Draw Your Line’ will help young people band together to take action, helping put an end to online abuse.” 

Young people have already responded in force to the ‘A THIN LINE’ campaign, with nearly 600,000 taking action to stop the spread of digital abuse.  “Draw Your Line” amplifies that effort, making it easier than ever to find ways to get involved and see the collective positive action of teens and young adults nationwide.  From getting schools to adopt a digital dating abuse or cyber-bullying curriculum to pledging to delete inappropriate messages instead of forwarding them, “Draw Your Line” visually maps out the ways young people are taking a stand to stop digital abuse.  Beyond posting ways they’re combating this issue, users can also check out which states, schools or people are taking the most action, find and suggest local and national resources, and discover new ways to stop the spread of cyberbullying, digital dating abuse and all forms of online harassment. 

“Youth are now taking the lead in addressing digital abuse, which is the only way it can be stopped,” said Virginia Witt, Director of Public Affairs and Policy for Blue Shield of California Foundation, which sponsored the “Redraw the Line” contest.  “This new empowerment tool is a hopeful sign among all the frightening headlines about the tragic consequences when young people cross the line into abuse.”

Kicking off “National Bullying Prevention Month,” MTV also released the “Over the Line?” iPhone app at the beginning of October, allowing users to share, read, rate and discuss personal stories – from lighthearted to serious—about how cell phones and social networking sites are impacting their social lives.  “Draw Your Line” and “Over the Line?” are part of MTV’s “A THIN LINE” campaign, which empowers America’s youth to identify, respond to, and stop the spread of digital abuse, which includes behaviors like sexting, cyberbullying and digital dating abuse, which affect a large majority of young people today. 

As part of the campaign, MTV built a coalition of the foremost authorities on these topics, and is addressing these issues through thought-provoking PSAs, integration into MTV’s top-rated shows, innovative online and mobile tools, and curricula.  Today, MTV also announced the addition of new “A THIN LINE” partners including Common Sense Media, myYearbook, ConnectSafely, and the iKeepSafe Internet Safety Coalition.  Additionally, to combat LGBT bullying, MTV also recently joined forces with Facebook, the Gay and Lesbian Alliance Against Defamation (GLAAD) and others to form a “Network of Support” for gay, lesbian, bisexual and transgender teens.

For more information, head to http://www.draw.athinline.org or to http://www.ATHINLINE.org. 

About MTV:MTV is the world’s premier youth entertainment brand.  With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people.  MTV reflects and creates pop culture with its Emmy®, Grammy® and Peabody® award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile.  MTV’s sibling networks MTV2 and mtvU each deliver unparalleled customized content for young males, music fans and college students, and its online hub MTV.com is the leading destination for music, news and pop culture.  MTV is part of MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), one of the world’s leading creators of programming and content across all media platforms.  For more information, go to http://www.mtvpress.com

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