Viacom
Get Schooled National Challenge and Tour
To address declining high-school graduation rates, MTV Networks and the Get Schooled Foundation - a partnership between Viacom and the Bill & Melinda Gates Foundation - partnered to produce a 10-city tour that empowered students, parents and civic leaders around the issue of education.
Winner of Event Marketer's Silver EX Award - Best Activation of a Cause Sponsorship/Tie-in
The tour included private, MTV-style concerts at high schools where celebrities such as Ludacris, Pharrel Williams, Common and Keri Hilson encouraged students to make commitments to education.
Get Schooled events at college fairs, shopping malls and community festivals provided information on how to "step up" to the Get Schooled Challenge.
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