MTV expands relationship with LGBTQ+ advocacy group All Out
MTV Entertainment has expanded its relationship with All Out, a worldwide movement about standing up for LGBTQ+ rights.
As part of the partnership MTVE and All Out will honour young change-makers from around the world who are furthering equality and love while fighting against anti-LGBTQ+ policies via the MTV EMA Generation Change Award.
The award was introduced in 2018 to honour fearless, original young people who are tackling the world’s toughest problems through music, storytelling or digital media. As part of the award, MTV makes monetary donations to each honourees’ organisations of choice and elevates their stories across the brand’s social and digital platforms in 180 countries.
All Out will work with MTVE to select change-makers before honouring the winners.
The partnership will also see MTVE and its owner ViacomCBS use its “content for change”, as it leverages the global MTV brand to further diversity, equality and inclusion around the world.
Chris McCarthy, president and CEO of MTV Entertainment Group, noted the power and importance of the partnership.
“While we have made great strides, earned rights are being rolled back and the fact still remains that the majority of the world’s LGBTQ+ community still have few, if any, protections under the law with many subject to staggering violence,” he said.
“This is why we are so proud to expand our partnership with All Out, to amplify their campaigns and to highlight the young people with whom they work every day and are on the front lines fighting for love and LGBTQ+ equality.”
ViacomCBS also flagged that its soon-to0-be-released research which shows 85% of people agree that companies making TV shows and movies should commit to increasing diversity and representation on screen.
“After knowing someone personally, media representation is the #1 way to foster empathy and understanding of differences,” it said.