“Generation Change”: The Open University partners with MTV for social and TV campaign

Through linear TV and on-demand, Paramount owned Velocity are driving audiences with longer formats. They use authentic voices to connect with Black and Asian audiences to encourage enrollment.

MTV generation change the open university

Paramount-owned Velocity UK and Sky Media 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, is developed with JUMP, part of Havas Entertainment and Havas Media group and produced by Gold Wala.

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. 

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.

Amil Shah, Vice President, Digital Advertising Sales & Brand Partnerships at MTV said: “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.” 

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.

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 shifts 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."


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