SOURCE U.S. Agency for International Development
Nov 4, 2009
SINGAPORE and HONG KONG, Nov. 4 /PRNewswire-USNewswire/ -- Today, the U.S. Agency for International Development, Radiohead and MTV EXIT music video collaboration received the prestigious 2009 Asia-Pacific Child Rights Award at a ceremony in Hong Kong. The USAID-MTV EXIT (End Exploitation and Trafficking) campaign in partnership with influential UK-rock band Radiohead produced the innovative music video for their song All I Need off the album In Rainbows.
The incredibly successful music video created by Sydney-based agency Colman Rasic Carrasco premiered globally in 2008 and represents an innovative and creative example of fusing musical content with MTV's cutting edge pro-social messaging. It has now won 16 awards from 8 festivals and competitions internationally including Cannes Lions and One Show Awards.
The Asia-Pacific Child Rights Award was established in 2001 by the Asia Broadcasting Union (ABU), the Cable and Satellite Broadcasting Association of Asia (CASBAA), and UNICEF. The Award is given each year to the best television programme on children's rights produced in the Asia-Pacific region. It recognizes the efforts of broadcasters in pursuing both the production of top quality children's programming and better news coverage of children's issues. There is only one category and one winner each year.
"I think it is cool that MTV is taking on this issue. The video is a powerful piece and I hope that the emotion of the song will jump out at people in the context of these images of exploitation," said Thom Yorke of Radiohead. He added, "Radiohead is proud that the song and the video will help to raise awareness of this issue around the world."
"We are honoured to receive this prestigious award. The video is a product of a lot of people's dedication to protecting the rights of children," said Simon Goff, Executive Director of MTV EXIT. "The international reception of the video has been truly overwhelming and we hope that it has inspired people to get involved and join the fight against modern-day slavery."
The All I Need video was filmed in Australia by Oscar-winning cinematographer, John Seale (The English Patient, Cold Mountain), and award-winning director, Steve Rogers. It provides insight into the realities of trafficking; emphasizes that everyone risks playing a role in the trafficking chain; and provides a link to information about how viewers can help end exploitation and trafficking. The video itself is shown in split screen: one side depicting a day in the life of a young child from an affluent, developed community; the other showing the day in the life of a child being forced to work in a sweatshop.
The MTV EXIT campaign in Asia and the Pacific is produced in partnership with the United States Agency for International Development. MTV EXIT television programming is produced rights-free and free of charge for all broadcasters and organisations. All the programming is also available to be streamed and downloaded from www.mtvexit.org. ...