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Teen Mom is an increasingly popular show on MTV where viewers tune in each week to watch young mothers struggle between their own lives as well as their child’s. While Teen Mom has been one of the most popular and most talked about shows on MTV.
However, pop culture today and reality television may drown the positive message MTV has made to discourage teen pregnancy. The idea of becoming famous will make some people act differently (e.g. becoming pregnant to try to audition for the show)
MTV has been viewed negatively while being viewed as careless by the public opinion with its choice programming of shows like Teen Mom and 16 and Pregnant.
Though MTV hasn’t ever condoned teen pregnancy and has taken steps to show the dangers of teenage pregnancy, they have been accused of hiring girls because they are pregnant and marketing pregnancy for money and ratings more so than social awareness. In this respect, parents, religious groups, and the news media have focused on a negative side of MTV that has put them in a potentially reputation damaging scenario. So instead of taking the show off the air due to negative press, MTV has decided to further its fight against teenage pregnancy with MTV Protect and Prevent.
Protect and Prevent will be a campaign that will kick off on May 7th until May 9th (a 3 day promotional campaign). With airing promotional programming for the Protect and Prevent This will try to accomplish many things toward its ultimate goal of raising awareness of teen pregnancy and rebuilding MTV’s reputation of a socially aware corporation.
Starting with creating a website, and social media site that will highlight the campaign’s overview. This includes reintroducing the National Day to Prevent Teen Pregnancy, which is May 8th. This program has been around since 2002 but has kept losing recognition as a national day of awareness.
Through MTV, the campaign will be announced weeks in advance in order to generate a buzz about what to look out for as far as programming. First, press releases will be made and distributed to the news media outlets to try to pick up on the event. We will try to get talk show interviews (Late Night, Today, etc.) with the stars of Teen Mom to endorse the week and get the public more aware. During the interview process, the key points will be made that this will be family appropriate, informative and also mentioning how much MTV is doing with teen pregnancy prevention.
The use of social media will play a great role in this campaign with interacting. This will be a great way to communicate (via one-to-many or mass communication model) with the target audience as well as get feedback via survey from the participants.
When the campaign is ready, the campaign will focus on these 3 main objectives:
Objective 1: Raise awareness of preventing teen pregnancy with the Prevent and Protect campaign.
Tactic: Have the stars from “Sixteen and Pregnant” and “Teen Mom” to star in a Public