Pivot to Launch Social Action Campaign for ‘Raising McCain’ Coinciding With the September 14 Series Premiere
via press release:
PIVOT TO LAUNCH SOCIAL ACTION CAMPAIGN FOR ‘RAISING MCCAIN’ COINCIDING WITH THE SEPT. 14TH SERIES PREMIERE
MILLENNIAL-FOCUSED INITIATIVE LAUNCHING WITH PROCON.ORG FEATURES AN
‘I’VE NEVER’ GAME SO VIEWERS CAN INTERACT WITH EACH EPISODE
Los Angeles, September, 12, 2013 – FACT: 10% of people younger than 25 years old respond to social media and text messages during sex. FACT: Social networking sites are the top news source for 27.8% of Americans. These are just a few examples of the topics Pivot (Pivot.tv), Participant Media’s new television network targeting Millennials (18-34) is getting ready to explore with viewers as part of the social action campaign for Meghan McCain’s new genre-bending docu-talk series, “Raising McCain,” premiering Saturday, September 14 at 10pm ET/9 pm CT.
Concurrent with the series launch, Pivot is collaborating with ProCon.org to present a variety of interactive components tied to each of the key issues addressed in the “Raising McCain” episodes, such as privacy, bullying, feminism and spirituality, offering Millennials a distinct destination to express their own opinions. The campaign will feature a dedicated online hub at TakePart.com/raisingmccain which will include weekly clips and viewing guides with questions and facts pegged to each episode in the form of the popular “I’ve Never” game, which viewers can download and play while hosting their own viewing parties. On the site, viewers can also access relevant articles and actions to immediately get involved.
“Every topic in ‘Raising McCain’ is relevant to Millennials. As Meghan seeks to get her own questions answered, viewers can join in on the debate while watching with friends,” said Chad Boettcher, Participant’s EVP, Social Action and Advocacy. “Through our collaboration with ProCon.org our audience will be able to interact with the show.”
Pivot and ProCon.com will host a season premiere Twitter event with Meghan while the first episode is airing. Meghan will also participate in Tweet-alongs every Saturday night throughout the run of the series so Millennials can speak their mind about the issues presented in each episode.
Kamy Akhavan, President & Managing Editor of ProCon.org said: “Our mission is to promote critical thinking by presenting pros and cons on important social topics. We believe that our nonpartisan research will help engage young audiences and open up conversations around topics that need a forum for discussion. Some of the facts will be shocking while others will just make for good banter and we’re pleased to be working with Pivot to surface them through their new series.”
In the series premiere Megan is joined by guest co-host Michael Moynihan, cultural news editor for The Daily Beast/Newsweek, to explore how what privacy means to Millennials and how they can protect their personal information in the digital age. The series is produced by Go Go Luckey Entertainment and Participant Media; Julie Auerbach and Tina Gazzerro.