Called "Show us what you're made of", the campaign launches this week across MTV's UK channels. It features a competition to encourage viewers to send in audio or visual content that demonstrates their talents - in the form of a film/photography or a poem.
Coordinated by Aegis Group's Carat, it marks the latest VBS' "Force For Good" initiative to promote social change, and follows last week's support for Trident aimed at tackling gun crime in the capital.
By showcasing the skills of viewers, MTV hopes to highlight that young people do not need to carry a knife to gain respect.
Two 40-second spots created by VBS will broadcast to encourage viewers to take part in the competition that will run for six weeks.
Once the competition has closed, an MTV judging panel will shortlist the top 50 entries, which will then be exhibited at an event at the end of January 2009. The best four entries will receive £1,000 of materials to go towards developing their creative ambitions.
The event will be broadcast as an MTV News special to highlight awareness of the anti-knife crime campaign.
A website will be live throughout the competition, which will include creative tips supplied by stars, a monitored message board, a gallery of entries and links to sites related to knife crime.
Three four-minute ad-funded programmes called "Dream Achieve" will also run on MTV channels featuring stars such as John Barnes and Lemar, inspiring viewers to channel their energy into creativity.
This is the 10th "Force For Good" partnership announced this year, which offers to match advertising investment pound for pound for organisations who seek to promote social good.
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