MTV launches digital ‘Cherry Girl’ for Earth Day
- Added:
- Apr 22, 2009
MTV Networks International has created a new digital campaign for Earth day, centred around a new character, ‘Cherry Girl’.
The launch of Cherry Girl is part of MTVNI’s ongoing commitment to environmental issues through MTV Switch.
Launched in June 2007, MTV Switch is a youth-focused, global, multiplatform campaign designed to inspire and promote environmentally-conscious lifestyles for MTV’s youth audience.
MTV UK was the first MTV channel to launch a dedicated carbon calculator (http://www.mtvswitch.org/en/carbonCalc.shtml) designed specifically for use by 16-24 year olds.
It calculates carbon usage based on consumption of equipment most used by young people and suggests ways to reduce emissions.
“We are particularly excited about Cherry Girl because her quirky and mischievous tendencies will appeal to youth, yet she is also conveniently a brilliant role model,” commented John Jackson, Director, Social Responsibility, MTV Networks International. “The beauty of her digital presence is that she can be truly interactive and accessible thereby maximising her real-world impact.”
Her blog, www.iamcherrygirl.com, will catalogue her exploits and adventures as she lives her life-philosophy and invites those around her to “play with the world”.
As well as a dedicated MTV website – www.mtvcherrygirl.com – Cherry Girl will inhabit Twitter and Facebook.
“Cherry Girl hopes to redefine the interactive experience – taking the online ‘offline’ in order to connect with people and ultimately encourage social action,” added Jackson. “The essence of this initiative is about Cherry Girl encouraging people to do real life actions.”
Ridley Scott Associates (www.rsafilms.co.uk) has produced a 60-second short film to celebrate the launch of Cherry Girl on Earth Day.
The short has been directed by Johnny Hardstaff whose previous credits include “Like Spinning Plates” (Radiohead), “Paint” (Orange) and “Basketballs” for Sony and will be broadcast globally on MTVNI’s 66 localised TV channels in 162 territories reaching 580 million households as well as being available on MTV’s websites.
Cherry Girl was created by The Scarlett Mark (Creatives – Kathryn Parsons and Richard Peters; Producer – Sandy Watson Scott).
Over the coming year, The Scarlett Mark will work with MTV to further develop the Cherry Girl's character and her story across all online and offline channels.
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