MTV puts in OT as social worker

April 17, 2008 To support its HIV/AIDS It's Your (Sex) Life public information campaign, MTV also hosted a lyrics competition with hip-hop artist Common on "TRL" through the end of March in partnership with the Kaiser Family Foundation. Ian Rowe, MTV senior vp strategic partnerships and public affairs, said the network recently has stepped up its own pro-social campaigns while the new Think.MTV.com, which houses all MTV campaigns, has revitalized its efforts, drawing greater interest not just from visitors to the site but also from such celebrities as Bono, Common, Pete Wentz and Alicia Keys who want to promote their own pro-social agendas. Amid a historic presidential election, a battered economy, the Iraq War and the threat of terrorism, MTV's pro-social standing is taking on even greater importance within the network and among its audience.

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