| Created
by the Cable and Satellite Broadcasting Association of Asia (Casbaa), ABU and
Unicef in 2001, the award is given annually to the best television programme on
child rights issue produced in the Asia Pacific region. This year, the award received
nearly 40 entries from 15 countries including India, Australia, Bangladesh, China,
Hong Kong, New Zealand and Thailand. Radiohead,
an alternative rock band from the UK, gave MTV Exit the right to use All I
Need off their In Rainbows album and to produce the official video
for the single as a way to reach young people and show them the realities of trafficking
and exploitative child labour. The
music video is shown in split screen: one side depicting a day in the life of
a young boy from an affluent country; the other showing the day in the life of
a boy being forced to work in a sweatshop. |
|
MTV Exit campaign
director Simon Goff says, “The idea of fusing a social message into a creative
format like a music video was something that we had wanted to experiment with
for some time. By integrating the message into this format, we could reach many
more people than if we created a standard public service announcement."
|
