First-Ever Angry Birds Youth Activism Effort to be Promoted on MTV Channels Worldwide
Youth who Support MTV’s “A THIN LINE” Campaign will Unlock a Secret Golden Egg Level of Angry Birds Space
Rovio and MTV will give users exclusive access to a secret Golden Egg level of the new Angry Birds Space game as a reward for taking any action to stop the spread of digital bullying, abuse or discrimination, MTV announced today. Marking the first-ever youth activism initiative for Angry Birds, users will be able to access the secret Golden Egg level via a hint they receive after posting a positive action on MTV’s Draw Your Line app. Part of MTV’s award-winning “A THIN LINE” campaign, the joint promotion will launch when the game is released on March 22, 2012 and last through the month of April. Additionally, an original Angry Birds PSA that calls on young people to help stop cyberbullying when they see it – featuring characters from the game – will debut on MTV, MTV2 and mtvU in the United States, as well as MTV channels across Latin America, and on MTV digital properties across North America, Latin America, Europe, Asia and Africa on March 22.
"We're happy to support MTV in such a worthy cause," said Andrew Stalbow, GM of Rovio North America. "Cyberbullying is a serious problem, and we hope that this collaboration will be an educational – but also fun – opportunity for our young fans to learn more about how to recognize it, respond to it, and stop it."
“When we learned that people spend 300 million minutes a day playing Angry Birds, we immediately started brainstorming ways to use the Birds’ superpowers for good – and empower our audience,” said Jason Rzepka, Vice President of MTV Public Affairs. “We’re thrilled to partner with the visionary folks at Rovio on a ground-breaking way to celebrate the bravery of young people who help stop digital abuse.”
Some of the many ways users can take action to stop digital abuse include changing their e-mail and social media account passwords; stepping in to help when witnessing someone being bullied online; and spreading A THIN LINE resources via twitter or Facebook. More tips on how to stop digital abuse, as well as additional information on how to access the secret Golden Egg level of Angry Birds Space, will be available at angrybirds.athinline.org on March 22.
Anyone can post positive actions on the “Draw Your Line” app, a youth-conceived tool that aggregates the positive steps youth are taking to stop online bullying and abuse. From getting schools to adopt a digital citizenship curriculum to deleting inappropriate messages instead of forwarding them, “Draw Your Line” visually maps out the ways young people are taking a stand. Beyond posting ways they’re combating this issue, users can also check out which states, schools or people are most active, find and suggest local and national resources, and discover new ways to stop the spread of online harassment.
The “Draw Your Line” app is a part of MTV’s multi-year “A THIN LINE” campaign, which to date has inspired well over 1 million young people to take action to stop digital abuse. With more than half of all 14 – 24 year olds in a MTV-Associated Press study stating they have experienced some form of digital abuse, MTV’s “A THIN LINE” empowers America’s youth to identify, respond to, and stop the spread of digital abuse, which includes all forms of digital bullying, dating abuse and discrimination. As part of the campaign, MTV is addressing these issues through thought-provoking PSAs, integration into MTV's top-rated shows, innovative online and mobile tools, and curricula.
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