During the 2008 presidential election, mtvU launched “One Vote, One World,” a series of six promotional announcements featuring international students studying in the United States. The students shared personal and moving stories of how previous U.S. elections profoundly impacted their families and friends back home, and how the outcome of the 2008 election might continue to influence matters in their originating countries. By highlighting the personal stories of the audience’s own peer group, this message of global interconnectedness is addressed in an authentic, relevant and unique way, provoking thought around the importance and widespread impact of voting, without endorsing a particular political viewpoint. In providing a platform for the heartfelt and insightful stories of audience members, these spots represent the key brand values of mtvU and have enhanced its image as a network dedicated to providing smart, socially conscious, innovative and culturally relevant programming by college students for college students. 

Drawing on outside cultural perspectives to encourage Americans to vote reminds us of our own cultural significance. The understated treatment of the graphics sets a nice stage for the message—a suitable portrayal of the intelligence of youth.