MTV Networks International – Knightmarethegame (Netherlands)
Agency name: Ogilvy Amsterdam Client name: MTV Networks International Category: Small budget campaign
BACKGROUND
The Aids-prevention campaign “Staying Alive” started by MTV in 1998 to create awareness amongst young people about the dangers – specifically HIV/Aids – of having unprotected sex.
Since it was established in 1998, MTV has played a key role within western youth culture – with regard to music, fashion and film. MTV has grown beyond a purely music network, a network that shapes and puts current youth culture under the spotlight.
The exemplary role that...