As a part of the television campaign, the channel will air five 60 second specially created Public Service Announcements (PSA), says a company release.

The PSA produced by English and Pockett's broadcast innovation unit Pockett Rocket in partnership with design company Precursor are designed to highlight the plight of our natural environment and that of endangered species around the world. Besides that channels will also be running localised competitions with an environmental aspect, in partnership with the World Wildlife Fund.

According to MTV Networks International, President, Bill Roedy: "Kids are inherently kind hearted and very aware of the issues that impact their world. Through Nickelodeon we aim to empower our viewers by providing them with the means to make a difference with such issues as the environment. Our partnership with UNICEF is a perfect fit, and we look forward to increasing our collaborations with other organisations around the world."

The promotional campaign Nickelodeon's upcoming movie The Rugrats Go Wild, is based on an environmental theme so as to complement the networks public affairs commitment complement. In this animated saga, Nickelodeon's Rugrats will meet up with the Wild Thornberrys in a feature which explores global warming, environmental pollution, natural preservation, and energy saving, adds the release.

Through the Say Yes campaign, Viacom's kids channel is putting into action a pledge it made to supporting kid's rights through the Children public affairs campaign that it adopted last year, says a company release. The campaign launches in local markets around the world over the next few weeks. The announcement was made by Nickelodeon is partnering with UNICEF and WWF, the Conservation Organisation, in this effort.

As a part of channels social initiative in 2001-2002, the Say Yes campaign was supported in Asia with the broadcast of public service announcements featuring Nickelodeon's "spokestoons" from the channels popular show The Rugrats, Hey Arnold and The Wild Thornberrys. Nickelodeon was the primary media partner to UNICEF's children campaign.

Besides the public service campaigns an essay competition was held, which has 15,000 entries around the region. The three winners from Malaysia, India and Japan met Nelson Mandela and UN General Secretary General, Kofi Annan at the Special Assembly for Children in May 2002, at United Nations.