August 20, 2008

MTV And MySpace Launch 'Untold Stories' To Promote HIV Awareness

By News Desk

Untold Stories

MTV Networks International (MTVNI) and MySpace announced the launch of Untold Stories, a ground-breaking, interactive story-writing competition. The initiative brings a number of potentially risky HIV-related scenarios to life, in the form of creative narrative. This unique approach aims to capture the attention of today's youth, who are increasingly at risk of contracting the virus. Shockingly, in 2007 those aged 15-24 accounted for nearly half of all new infections.

Actors, authors and journalists have all leant their time and talent to the campaign, which is spearheaded by Staying Alive, MTV's global AIDS awareness campaign. Gautam Malkani, author of The New York Times bestseller "Londonstani," Jimmy Jean Louis, star of hit TV show Heroes and Emma Gold, author of "Easy," have all contributed exclusive short stories to the project. Each one conveys a specific HIV awareness message and covers often over looked areas relating to infection, including violence, gifts for sex and young people's perception of risk.

The authors have purposely left the stories unfinished, leaving young people to decide what happens next - and in doing so - complete them.

The initiative's aim is to get vital information relating to HIV and AIDS out to MySpace users and MTV's audience. Key facts will be presented alongside each story, ensuring users leave the page better informed.

Leading Hollywood actors Selma Blair, Ashley Judd and Idris Elba, along with hip hop and R&B superstars Ludacris and T-Pain have all lent their voices to the engaging stories, which can be viewed online exclusively at www.myspace.com/mtvuntoldstories.

The competition is open until September 2 - and will be promoted on-air across MTV's International channels.

One winning script from all submissions through MySpace will be made into a short film which will be aired on MTV channels on World AIDS Day, December 1, 2008. The winner will also get to present the finished film at a World AIDS Day event in India, made possible through a partnership with The World AIDS Campaign.

Georgia Arnold, SVP, Social Responsibility, MTV Networks International commented, "TV and digital mediums are so accessible for young people to learn, engage, and interact with their peers. Working with MySpace allows us to harness an enormous opportunity to reach a vast number of young people globally."

Ludacris added, "I'm honoured to be involved in such an innovative project. Not only is it a great interactive way for young people to learn about such an important issue, it also allows them to think about it from different perspectives. I believe that it's everyone's duty to be involved in this fight."

Anthony Lukom, Managing Director, MySpace UK, said: "This competition enables MySpace users to express themselves about an issue which affects young people all over the world. By creating an environment which encourages discussion, participation and creativity both MySpace and MTV hope to drive greater education around the risks of HIV/AIDS."

The Big Question

In addtion to Untold Stories, MTV and MySpace are spearheading a second awareness-raising initiative: The Big Question. The concept invites young people, around the world, to answer one pressing question relating to the epidemic - namely, "Why, when the risks are known, are young people still having unsafe sex?"

Music talent including Lupe Fiasco, Kooks and One Republic have already made their voices heard, along with many young people. The Big Question can be viewed at www.myspace.com/mtvbigquestion.