When Lady Gaga and her mother, Cynthia Germanotta, launched the Born This Way Foundation in February, no one was more excited than the team at Viacom. We’ve adored and been inspired by Lady Gaga ever since her first live televised appearance on Logo in 2008. We’ve aired some of her most iconic performances on MTV around the world. We’ve celebrated her creativity and compassion on Nickelodeon, BET and VH1 alike.
But, more than anything, we were excited because we deeply share the Born This Way Foundation’s mission of youth empowerment. It’s a fundamental goal of so many of our brands and their social impact campaigns, from Viacom’s Get Schooled to MTV’s A Thin Line to Nickelodeon’s Let’s Just Play and beyond.
Naturally, we had to figure out how we could help.
Today we’re proud to announce that Viacom is the lead media partner of the Born This Way Foundation. Through our partnership, we’ll put our people, programming and platforms to work for Born This Way. Together, we’ll strive to advance the Foundation’s goals: to provide young people with a safe community to celebrate their individuality, the skills to advocate for themselves and others, and the opportunity to make an impact on their local communities.
“Viacom and its brands recognize the power of individuality and reflect the bravery of young people,” said Cynthia Germanotta. “We’re excited to collaborate with Viacom on creative ways to let young people know that they hold the power to build a kinder, more compassionate world.”
“Our brands are built to amplify our audiences, and empower them to embrace diversity, be the change, and shape culture in a positive way,” said Philippe Dauman, President and CEO of Viacom. “Viacom is proud to stand with Lady Gaga and the Born This Way Foundation, and lend our global megaphone for young people to speak out in support of acceptance, tolerance and respect.”
Scratch, Viacom’s creative and strategic SWAT team, will take the lead in rousing the resources of our brands – including MTV, BET, Nickelodeon and more – and collaborating with Born This Way Foundation on events, programming and other activations.
It’s just the beginning, but we’re excited to get started. Stay tuned for more great work to come, and be sure to visit the Born This Way Foundation website for more information on how you can join the movement to build a braver, kinder world.
David Katz is Vice President of Corporate Responsiblity for Viacom.
For news and info on Viacom’s community-based and social impact efforts, follow @Viacommunity.