The campaign, "Turn opinion into action", is aimed at 14- to 24-year-olds. It is based around a competition launching on November 15, which will encourage MTV viewers and website users to express creatively in any medium how they would turn their political ideas and beliefs into action.
The best entries to the competition, which will be announced in April 2004, will win prizes including work experience at the MTV on-air graphics departments or with a London advertising agency.
Viacom Brand Solutions is to devise and produce a 40-second ad and a 20-second reminder slot fronted by MTV presenter Tim Kash to promote the competition on MTV UK & Ireland, as well as creating a microsite. MTV and the media sales business are both owned by media giant Viacom.
At Viacom Brand Solutions, managing director Paul Curtis said: "By choosing MTV as partner and Viacom Brand Solutions for the creative, the Electoral Commission will benefit from the channel's special relationship with its youthful target audience and from Viacom Brand Solutions' creative expertise in speaking effectively to this audience."
Viacom Brand Solutions was set up in 2001 and sells space on behalf of 14 cable and satellite channels including E! Entertainment, MTV, VH1, Nickelodeon and Paramount Comedy Channel.
Viacom is increasingly producing creative work. In June, this year the group launched Viacom Plus, a full-service creative and media agency, which has developed a £3.5m creative campaign for Heinz.
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