As part of its Half of Us mental health campaign, mtvU worked with the Jed Foundation to develop one of the most comprehensive mental health awareness sites targeted at college students anywhere on the Internet. The site features student and celebrity testimonials, self-assessment tools, an online action center, and many other resources.  The overall campaign has reached more than 9 million students on-air and online with normalizing messages about mental health, provided a clear connection to local resources, and supported our audience in a time of crisis.

For the fourth season of USA Network’s The 4400, the show needed to stand its ground against stiff Sunday competition while also maintaining the show’s strong interest among men 25-54 and engage women at a higher rate.  To accomplish these goals, USA needed a hook that would allow it to tap into the overall mythology of the show rather than the complex story lines of individual characters.  It decided that the issue over “Promicin,” a fictional drug used within the narrative of the show, would be a strong message to use in the campaign.  This controversy unfolded online through a number of websites and user generated content where the debate could unfold and users could directly engage in the issue.