MTV is rolling out a comprehensive tolerance-themed programming lineup and campaign ahead of an upcoming documentary special on transgender individuals.
The week-long “Look Different’ slate will air across MTV, Logo, MTV2 and mtvU, beginning Monday, October 13. The initiative highlights anti-LGBT bias, along with issues of gender and race.
Orange Is The New Black star Laverne Cox will host a one-hour special on transgender youth called The T Word on Friday, October 17, that will serve as a conclusion to the lineup.
To help promote the campaign, the Viacom jumbotron screen in New York’s Times Square is set to turn purple, and broadcast anti-bullying messaging during the “Look Differently” week.
Cox herself will take part in a Twitter chat hosted by MTV and Logo on Tuesday, October 14, at 1pm.
MTV will also “go purple” on-air on Thursday, October 16, to celebrate Spirit Day, which has gained popularity in recent years as day for spreading anti-bullying awareness.
Read More: The Wrap
Brief Take: MTV’s highly visible efforts to promote a message of tolerance and understanding could end up being both an effective driver of awareness and tune-in for their special on transgender youth, and a useful campaign that reinforces the brand as being aligned with those values.
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