MTV Europe Foundation has created a disturbing and provocative campaign designed to highlight the plight of women being trafficked within Europe every year. A woman runs across a football pitch, hands up in the air, totally naked. Men in the crowd laugh and cheer, applauding her audacity. Two security men rush on and apprehend the woman, evoking boos from the crowd.
As the woman is taken into a stadium basement we see the dark side of the story. The woman is physically and verbally abused and sent back out into the game to repeat the performance. The super: “Still cheering? Thousands of women & girls will be trafficked into Germany during the World Cup and forced into prostitution. End Exploitation & Trafficking. www.mtvstreaker.com”. Click on the image below to play the video in YouTube (HD)
MTV Free Your Mind Mission
In 2003, MTV Networks Europe launched the MTV Europe Foundation to carry out the ‘Free Your Mind mission’ with three main goals:
- To raise awareness amongst young people across Europe on critical social issues, chiefly through the production and broadcast of special programming aimed at influencing attitudes, understandings, and behaviours
- To inspire young people to get involved and take action to address those and other issues
- To support organisations addressing these issues on the ground across Europe and to launch creative initiatives to promote and effect positive change.
End Exploitation and Trafficking
The End Exploitation and Trafficking (EXIT) campaign is the first initiative for the MTV Europe Foundation. Experts are quoted as saying that as many as 200,000 girls are trafficked within Europe every year. The demand for prostitution caused by thousands of football fans descending upon Germany throughout the month is expected to dramatically increase. Partners in the EXIT campaign are Sida (Swedish International Cooperation Agency), J. Walter Thompson, Third Eye T, ESL Music, and Lingo 24.
The creative team at JWT London included creative director Nick Bell, copywriter Laurence Quinn and art director Mark Norcutt.