Social responsibility is in our DNA — it’s an integral part of our day-to-day operations and is inextricably linked to our core business. We are always striving to make a difference in the communities we serve; educating stakeholders; igniting action both in the public arena and our employee family through community service and philanthropic investment; and leveraging the power of our brands to engage on social issues.
Our brands have their fingers on the pulse of their audiences’ interests. No one knows their viewers better, including what they care about, how and where they are consuming our content and what will encourage them to take action. That’s why the majority of our initiatives are created and led by our individual brands and networks, who speak to their audiences’ specific concerns in the unique voices their viewers have come to trust.
And by doing what we do best — entertaining and engaging — we motivate our audiences and partners to get involved and produce results:
To date, the VH1 Save The Music Foundation has provided more than $48 million in new musical instruments to 1,800 public schools in more than 100 cities around the country, impacting the lives of over 1.8 million children.
In honor of Nickelodeon’s Worldwide Day of Play, more than 5,000 schools, communities and organizations nationwide and in 20 countries hosted their own local play day events.
Based on data from Planned Parenthood centers throughout the country, MTV’s GYT: Get Yourself Tested was a major force in a 71% increase in patients getting tested for STDs in April 2010 and a 51% increase in April 2011, as compared with the same time in 2008, prior to the launch of the campaign.
The remarkable success of our initiatives is often driven by strong partnerships with the groups closest to the issues. Working with local and national organizations, schools and community groups, foundations and corporations, Viacom ensures that our pro-social programming is tied closely to the resources and organizations best prepared to turn awareness into action and provide support along the way. Their insights help shape our message, and produce real and lasting change.
At Viacom, our strong sense of social responsibility is deeply embedded in our culture and a key to our business success. We call this dedication to serving others Viacommunity, and it guides all of our civic engagement programs.
VIACOM’S SOCIAL COMMITMENT
We pride ourselves on being social disruptors, leading our industry peers in tackling difficult issues and turning moments into movements. Whether addressing high school graduation rates, human trafficking, the spread of HIV/AIDS or disaster relief, Viacom’s brands approach the critical issues of the day in the same cutting-edge manner they approach creating content.
Viacommunity is grounded in a strong set of values that flows from our leadership and is shared by every employee. This spirit drives our social commitments worldwide and includes:
- Partnerships that achieve long-term sustainability and reap returns for social causes
- More than 50 initiatives that inspire audiences and employees to take action
- Our unique resources that allow us to serve as a megaphone to educate, engage and empower
- Philanthropic investments in the communities we serve
At Viacom, we have a responsibility to engage our audiences across a whole spectrum of issues — the issues that affect their lives, communities and the world at large. Our initiatives span an array of programs and causes, in the United States and around the world.
While each of Viacom’s brands has its own unique style and personality, all operate under the shared principles that guide the company’s focus on these five areas of action: Education, Health & Wellness, Environment, Citizenship and Employee Engagement.
A PARTNERSHIP-BASED, RESULTS-DRIVEN APPROACH
Viacom employs a collaborative approach, working with organizations to effectively convert awareness into action. We look to partner with groups that understand the importance of evaluating the impact of our investments and can work with us to improve and strengthen initiatives. By partnering with local and national organizations, schools and community groups, foundations and corporations, Viacom ensures that our pro-social programming is tied closely to the resources and people producing real and lasting change on the ground.
For us, it’s essential to measure and evaluate the effectiveness of our initiatives to inform our strategy, deepen our audience engagement and further our commitment to social change. We measure success in terms of reach, impact and efficiency.
And we deliver results:
- We committed more than $200 million in media value to social efforts in 2012.
- We produced thousands of hours of programming and social outreach that empowered our viewers to take action.
- Our employees volunteered more than 65,000 hours of their time to social causes.
These results led to Viacom being named to the first-ever Civic 50 list of the most community-minded corporations in the United States. Inaugurated in 2012, the list was created by Bloomberg in partnership with the National Conference on Citizenship and Points of Light.
This legacy of commitment to social responsibility and close collaboration with our audiences and partners will allow us to continue to break new ground, influence more communities and build a sustainable strategy for the future.
Viacommunity – Impact – Amplified Viacommunity Annual Report 2012 outlines the many ways Viacom works to inspire our audiences and employees to improve society and give back to their communities. More than 50 of our corporate responsibility initiatives — from across our brands and around the world — are represented in five areas of focus: […]
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The power to inspire. The will to change. Engaging audiences through our pro-social initiatives is a commitment that we do not take lightly. It’s an integral part of our day-to-day operations and is inextricably linked to our core business. Our approach has always been to reach our audiences where they are, through the mediums they […]