#ARM Worldwide, a digital marketing and communication agency, has secured the creative and digital marketing mandate for MTV Staying Alive Foundation in collaboration with Viacom18. This partnership aims to support ‘MTV Nishedh,’ a social and behavioural change campaign using storytelling to address sexual reproductive health, medical abortion, modern contraception, and tuberculosis for young people.
As part of the mandate, the agency will focus on expanding the brand’s digital presence and implementing innovative strategies to attract new audiences, informed an official statement. The main objectives include understanding youth attitudes towards sexual reproductive health, contraception, and family planning in Northern India, and positively influencing these perspectives through engaging digital content and storytelling. Key elements will involve community building, promoting digital tele-counseling, and other content innovations.
The agency will also works towards building the brand as a space for having conversations around taboo topics like sex, abortion, unplanned pregnancy, relationships and family planning and as a reliable, ‘hub of information’ for anything related to these issues.
Commenting on the win, Manas Gulati, CEO & Co-Founder, #ARM Worldwide, said, “What started as a stint to promote and amplify MTV Nishedh Season 2 on Social Media is now a full-scale partnership we all are really proud of. Today, the youth is no longer bound by societal conditioning, they have the fire to question topics disapproved by society or viewed as ‘stigmatising’. Through our digital strategy and communication we seek to create that learning and awareness, guised in relatable content to encourage and facilitate open discussion and change for young people. With partners like MTV Staying Alive Foundation, it will certainly be a monumental leverage to deliver real & meaningful social change and also in terms of reach and engagement. It is indeed a stimulating addition to our portfolio.”
Speaking about the partnership, Akriti Saronwala, Country Manager, MTV Staying Alive Foundation, said, “We’re excited about our continued and evolving work with #ARM Worldwide to harness the power of edutainment and leverage the booming reach of digital channels. By challenging health-related stereotypes and promoting gender equality, we can inspire young minds to become agents of change, so they take better decisions for themselves.”