CMT ONE COUNTRY ANNOUNCES “THE POWER OF ONE” CAMPAIGN IN SUPPORT OF HANDS ON NETWORK’S VOLUNTEER MOBILIZATION INITIATIVE
CMT’s Pro-Social Initiative Aims to Recruit One Million Volunteers By the End of 2007
CMTONECOUNTRY.com Database Powered by VolunteerMatch, Connecting CMT Viewers to Volunteer Opportunities Across the Country
NASHVILLE – November 20, 2006 – CMT’s pro-social initiative, CMT ONE COUNTRY, has launched “The Power of One,” a campaign focused on motivating one million volunteers across the United States by the end of 2007, it was announced today by Lucia Folk, director of public affairs, CMT. This initiative is in support of the Hands On campaign of the Hands On Network, which targets the mobilization of 6.4 million volunteers and 100,000 volunteer leaders over the next two years. Hands On Network is one of five CMT ONE COUNTRY partners.
CMT ONE COUNTRY’s “The Power of One” campaign officially kicked off during this past weekend’s premiere of CMT GIANTS: REBA on Saturday, November 18, and proceeds from this star-studded tribute went to Habitat for Humanity, another of CMT ONE COUNTRY’s partners and an important cause for the honoree, Reba McEntire. “The Power of One” aims to benefit all five of CMT ONE COUNTRY’s partners, which include America’s Second Harvest, Boys & Girls Clubs of America, and the USO, in addition to Habitat for Humanity and Hands On Network.
“CMT ONE COUNTRY’s mission is to promote volunteerism on a grass-roots level, and ‘The Power of One’ campaign specifically drives viewers to CMTONECOUNTRY.com where they can be matched with volunteer opportunities in their own communities,” said Folk. “The campaign consists of on-air messaging via PSAs and dedicated One Country programming across CMT’s many properties, including broadband at CMT LOADED at CMT.com and CMT PURE COUNTRY, our digital music video channel. We want to make it as easy and rewarding as possible for viewers to volunteer.”
“The Power of One” campaign consists of the following on-air programming elements:
o PSAs first aired on CMT and CMT LOADED during the premiere of CMT GIANTS: REBA on Saturday, November 18. PSAs will continue to run throughout 2007 on CMT, CMT PURE COUNTRY, CMT LOADED and CMTONECOUNTRY.com, as well as on CMT CROSS COUNTRY mobile marketing vehicles.
o A segment of the special, CMT GIANTS: REBA, focused on Habitat for Humanity. CMT GIANTS: REBA will re-air on Monday, November 20 at 8:00 p.m., Wednesday, November 22 at 9:30 p.m., Thursday, November 23 at 4:30 p.m., Friday November 24 at 11:30 a.m., Saturday, November 25 at 2:00 p.m. and Sunday November 26 at 6:30 p.m. All times are ET/PT.
o A special episode of CMT TOP TWENTY COUNTDOWN premiered on Thursday, November 16, featuring McEntire and host Lance Smith presenting Chris McCarthy, president and CEO of the Nashville area Habitat for Humanity, a check for $54,000, the amount necessary to completely build one Habitat home for a deserving family, on behalf of CMT One Country.
CMTONECOUNTRY.com will serve as a resource portal for interested viewers across the country. Upon registration, users will be able to search the extensive VolunteerMatch network of volunteer opportunities in all regions, including opportunities with CMT ONE COUNTRY’s five non-profit partners. The first 1,000 viewers to register on CMTONECOUNTRY.com will receive 20% off purchases at CMT.com; and in January of 2007, a rewards program will launch to motivate registered users to not only volunteer once, but to continue to volunteer on a regular basis.
“Our five incredible non-profit partners not only have a strong national presence, but also have affiliates across the country who provide on-going opportunities for our volunteers to connect with them locally,” says Folk. “In addition, each of the organizations has a wide range of volunteer activities available that support their missions. Every community has needs for people to lend a helping hand and this campaign should provide our viewers with the opportunity to connect with one that speaks to them.”
Visit CMT's press-only web site www.cmtpress.com for more information on CMT ONE COUNTRY and downloadable photos.
CMT One Country, CMT's pro-social initiative, was launched in the fall of 2005 to promote civic participation and inspire CMT viewers to take action and bring about important change in their communities. CMT ONE COUNTRY partners include America’s Second Harvest, Boys & Girls Clubs of America, Habitat for Humanity, Hands On Network and the USO (United Service Organizations). Led by Advisory Board members President Jimmy Carter, Maya Angelou and General Colin Powell, whose combined service to America is legendary, CMTONECOUNTRY.com aims to offer tools to help anyone start making a difference immediately.
CMT, America’s No. 1 country music network, carries original programming, specials, and live concerts and events, as well as a mix of videos by established country music artists and new cutting-edge acts, including world premiere exclusive videos. Founded March 6, 1983, CMT, owned and operated by MTV Networks, reaches more than 83 million households in the United States. Go to country music’s biggest web site at www.CMT.com.
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