Viacom’s Witness the Power of Story

Viacom is aiming to get people to pay attention by projecting statistics directly onto buildings. Viacom teamed up with Witness, a human rights organization for a series of PSAs, “Witness the Power of Story.” The spots are being rolled out across Viacom’s networks, including MTV, VH1, CMT, BET and Spike.

The PSAs draw attention to each network’s social good campaigns, which are geared toward their specific target audiences: Look Different, MTV’s effort to combat gender bias; VH1 Save the Music Foundation, which is dedicated to keeping music education in public schools; CMT Empowering Education, an initiative to improve rural education; BET’s What’s At Stake, a campaign for empowering African-American millennials, and Spike’s Veterans Operation Wellness, a campaign for veterans’ health issues.

The PSAs include shots of these statistics and reactions from passersby, and each spot directs viewers to a website, Witness.Viacom.com, which includes links to the networks’ charitable initiatives and encourages people to upload photos or videos showing how they’re making an impact to Instagram using #story4change. Viacom also hosted a video booth at South By Southwest for the campaign, asking attendees to record their experiences with these issues.

Take a look and what went into getting the campaign to come to life:

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