Ferguson PSAs to Air During MTV’s Video Music Awards

MTV is taking the conversation into its own hands by airing public service announcements addressing the unrest in Ferguson, Mo., during and before Sunday night’s Video Music Awards, a rep for the network confirmed.

The clips are a part of Look Different, a campaign MTV started with such organizations as the NAACP, the Anti-Defamation League, the Southern Poverty Law Center and the National Council of La Raza. One 15-second clip, set to air during a commercial break in the annual awards show, features a quote from author James Baldwin: “Not everything that is faced can be changed; but nothing can be changed until it is faced.”

It’s set against the backdrop of a simple black-and-white image of a Ferguson town sign.

Another clip, also 15 seconds-long, shows seven young people with talk of racial stereotypes in the background, with a tagline of “Look. Listen. Change.” It’s scheduled to air during the pre-show.

Ferguson has been in headlines since Aug. 9, when 18-year-old Michael Brown was shot and killed by a law enforcement official. Since then, police and citizens of the Missouri town have been at a standoff, with residents protesting.

The VMAs have often been at the center of pop culture conversations, including subjects such as race. At last year’s show, Miley Cyrus’ controversial performance spurred cries of cultural appropriation.

MTV’s Video Music Awards airs live on Sunday from the Forum in Inglewood, Calif. Watch both ads below.


More TV

  • Loveless Movie Wild Bunch

    Once-Powerful Indie Player Wild Bunch Seeks a White Knight

    MTV is taking the conversation into its own hands by airing public service announcements addressing the unrest in Ferguson, Mo., during and before Sunday night’s Video Music Awards, a rep for the network confirmed. The clips are a part of Look Different, a campaign MTV started with such organizations as the NAACP, the Anti-Defamation League, […]

  • Guillaume de Posch Exiting RTL, Bert

    Guillaume de Posch Stepping Down as RTL Co-CEO; Bert Habets to Lead European TV Giant

    MTV is taking the conversation into its own hands by airing public service announcements addressing the unrest in Ferguson, Mo., during and before Sunday night’s Video Music Awards, a rep for the network confirmed. The clips are a part of Look Different, a campaign MTV started with such organizations as the NAACP, the Anti-Defamation League, […]

  • Netflix placeholder

    Netflix Fires Executive Over Danny Masterson Comment

    MTV is taking the conversation into its own hands by airing public service announcements addressing the unrest in Ferguson, Mo., during and before Sunday night’s Video Music Awards, a rep for the network confirmed. The clips are a part of Look Different, a campaign MTV started with such organizations as the NAACP, the Anti-Defamation League, […]

  • SMILF Master of None Dirks Gently

    Fresh Voices in TV Who Broke Out in 2017

    MTV is taking the conversation into its own hands by airing public service announcements addressing the unrest in Ferguson, Mo., during and before Sunday night’s Video Music Awards, a rep for the network confirmed. The clips are a part of Look Different, a campaign MTV started with such organizations as the NAACP, the Anti-Defamation League, […]

  • The Good Fight

    TV News Roundup: 'The Good Fight' Sets Season 2 Premiere Date on CBS All Access

    MTV is taking the conversation into its own hands by airing public service announcements addressing the unrest in Ferguson, Mo., during and before Sunday night’s Video Music Awards, a rep for the network confirmed. The clips are a part of Look Different, a campaign MTV started with such organizations as the NAACP, the Anti-Defamation League, […]

  • Morning Joe MSNBC Joe Scarborough

    Cable News Ratings: MSNBC Posts Biggest Percentage Gains of 2017, Fox News Stays on Top

    MTV is taking the conversation into its own hands by airing public service announcements addressing the unrest in Ferguson, Mo., during and before Sunday night’s Video Music Awards, a rep for the network confirmed. The clips are a part of Look Different, a campaign MTV started with such organizations as the NAACP, the Anti-Defamation League, […]

  • SATURDAY NIGHT LIVE: WEEKEND UPDATE --

    'SNL' Names Michael Che, Colin Jost Co-Head Writers

    MTV is taking the conversation into its own hands by airing public service announcements addressing the unrest in Ferguson, Mo., during and before Sunday night’s Video Music Awards, a rep for the network confirmed. The clips are a part of Look Different, a campaign MTV started with such organizations as the NAACP, the Anti-Defamation League, […]

More From Our Brands

Access exclusive content