MTV reaching out

Targeting its key demographic of 15- to 25- year-olds, MTV Networks International last week announced the launch of MTV Switch—a campaign urging young people to reduce their carbon emissions by making small changes in their lives.

The network will air green-themed episodes in programs such as Pimp My Ride. It’s also releasing a series of free public-service announcements to broadcasters worldwide.

Backing the initiative are several celebrities, including Cameron Diaz, who appears in a short video on the MTV Switch Web site, telling people to eliminate wasted energy by unplugging cell phone chargers when they aren’t in use. Musicians from Good Charlotte and Kelly Rowland of Destiny’s Child are also featured on the site.