The Open University Amplifies The Power Of Distance Learning With The Return Of MTV’s Generation Change: Ones To Watch

Paramount-owned Velocity UK and Sky Media have announced the second series of their content partnership with The Open University and MTV UK. The four-part digital series, entitled Generation Change: Ones to Watch which launched recently, is developed with JUMP, part of Havas Entertainment and Havas Media group and produced by Gold Wala.

Fronted by presenter, DJ and content creator Henrie Kwushue, the MTV Generation Change series will continue to spotlight the trailblazing efforts of alumni and current students from The Open University (OU) that are using the skills and knowledge they have gained from their degree to bring about positive change in the world.

Building on the success of season one (read the case study here), the second series will follow three new student stories to showcase how the OU continues to open doors for this generation of aspirational young people. Each student’s story will be intrinsically linked to one of MTV’s Generation Change’s three pillars including: equality, environment and health. The interview style branded- content will also reflect MTV’s and the OU’s shared ethos of amplifying voices of change and inclusivity, in the belief that every young person can make a difference.

Each student will feature in two hero stories. The first will tell their generation change story powered by their OU experience and the second to showcase exactly how they’re able to do this through a ‘day in their life’ style piece, highlighting the flexibility and engaging study materials the OU has to offer.

The series will premiere on MTV UK’s YouTube and Facebook pages. Promotional content will run across all social platforms, as well as on Paramount’s portfolio of linear TV and on-demand channels, to drive audiences to the longer formats. The campaign aims to improve audience understanding of the OU amongst 18 to 28 year olds, with a particular emphasis on inspiring Black and Asian communities to enrol.

Shea Halsey, Marketing Manager at The Open University said: “The Open University is delighted to continue its collaboration with MTV by launching a second series of Generation Change: Ones to Watch. This provides us with the perfect opportunity to share even more inspiring student stories that demonstrate how distance learning has enabled them to make positive change. The synergies between our brand values allows us to co-create meaningful content that aims to improve our reach and kudos with our target audience further.”

Amil Shah, Vice President, Digital Advertising Sales & Brand Partnerships at MTV said: “We are incredibly excited to continue this fantastic content partnership into 2022. Our MTV Generation Change series is the perfect platform to showcase the incredible achievements of the OU’s inspirational students who are empowered to create change and positivity in the world. This social-led partnership really showcases the best of what Velocity UK have to offer – from branded content and creative solutions to highly targeted premium social inventory and audience profiling.” 

Sarah Jones, Director of Planning at Sky Media said: “We’re thrilled to be continuing our partnership with The Open University for the fourth year running. For the latest in this ongoing collaboration, MTV’s Generation Change stood out as the perfect match for the message and tone of this campaign. Together with MTV, we’re committed to helping The Open University reach and inspire its audience through Paramount’s premium content and platforms.”

Terri Squibb, Head of Partnerships at JUMP said ‘’The latest series of the partnership between The Open University and MTV builds on the success of last year’s collaboration, which delivered some of the highest shift in perceptions of the OU that we have ever witnessed through content. The wealth of learnings and insights we gleaned from the first year revealed how the authenticity of the OU’s real student stories helps create meaningful connections with our target audience. By bringing together the brand values of MTV and The Open University, we have created a truly purposeful partnership that demonstrates the many benefits of studying at the OU.”

MTV International’s “Generation Change” campaign focuses on youth activism while highlighting important global and local issues. Developed to be fluid and tailored by market, the campaign elevates and empowers young people driving positive change in the world. To date, the campaign has launched the annual “MTV EMA Generation Change Award,” short-form series “MTV Generation Change: Black Lives Matter,” “Need to Know: 3 Things in Isolation” and more, covering topics such as climate change, LGBTQ+ rights, refugee rights, racial injustice, mental health, disabilities, economic inequality and child marriage.

This content partnership – planned and negotiated by JUMP, part of Havas Entertainment and Havas Media group with Sky Media as the exclusive linear and Video on Demand ad sales house for Paramount – will continue until 11th September.

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