News Red Cross teams with MTV to communicate risks of drugs February 25, 2010 1:00 by Tim Burrowes 0 The Red Cross has for the first time teamed up with MTV to launch a campaign promoting its youth focused Save-a-Mate program. The national youth initiative aims to help young people make informed decisions about the risks associated with alcohol and drugs.MTV Australia staff took part in a company-wide initiative to come up with a creative concept that would communicate the Save-a-Mate message “Look after your mates” in a way that would resonate with MTV’s 16-24 year old audience.The ads ‘Club’ and ‘Dickhead’ were selected out of a total of 10 concepts. The campaign is running on-air on MTV Australia, its website and the Save-a-Mate site.ADVERTISEMENT Belinda Stedman, Red Cross national youth health and well being coordinator, said: “The obvious synergy between save-a-mate’s target age group and MTV’s demographic was ideal when communicating the program’s health and harm reduction messages to a youth audience and we jumped at the chance to work with MTV.“By working with MTV we are able to take save-a-mate to a far broader and more diverse youth market than we can ever achieve using our existing resources and funding.” Credits:‘Club’ ad Concept: MTV staff Director/Producer/Editor ‘Club’ – Andy Wallace – MTV Music: Wes Chew – Sonar music ‘Dickhead’ ad Concept: MTV staff Director/Producer/Editor ‘Dickhead’ – Yvette Paxinos – MTV Music: Limb Limb – Golden Fang ADVERTISEMENT