Some of us here at Love Tomorrow Today are old enough to remember when MTV was a music channel. We heard our news ‘first!’ from the likes of Kurt Loder and Tabitha Soren (what happened to her?!). But somewhere along the way music was dropped as its centerpiece, as MTV emerged more as a home to ’soapumentaries’ (like Real World, Date My Mom and The Hills). There’s no doubt that it’s a different network than the one born in August 1981- when it announced, to the dramatic footage of the first moon landing, ‘Ladies and Gentleman…Rock & Roll!’- but it’s still a powerful, trend-setting, cultural touchstone for today’s youth. That’s why we welcomed the news of their new ‘Global Climate Change Campaign,’ MTV Switch.
The campaign is aimed at spreading eco-awareness to MTV viewers, and, according to its site, the goal is to “reinvent how we live in ways that are cool for us and for the planet,” adding, “it’s not about what we can’t do, it’s about what we can do.” The site is fun blend of irrevernce and purpose-driven activism, and it includes a news section (where you can read about what what the Jonas Brothers said on Ellen about the environment!), videos and multimeda (including this entertaining ‘Green Song‘) and a blog that frames the environmental movement in relevant (hip) terms.
