Element

This initiative draws on television and the internet to inspire youth to make a difference in the world by introducing them to peers who embody lifestyle change, rather than simply preach about it. Amongst the young people profiled on Element are, for example, Emmanuel Jal, formerly a child soldier in Sudan, who is now "an internationally acclaimed performer using his music to combat poverty and promote disarmament." Another individual whose story is highlighted here is a man in his twenties who began fighting child slavery at the age of 12; "his efforts have created the world’s largest network of young people helping young people. They've changed laws, built over 400 schools and more." One may view all of the episodes on the Element website, which also features information on the Millennium Development Goals (MDGs) - communicated in part through online video snippets - and which seeks to engage youth in dialogue through various blogs.

The second Element series, launched as part of MTV's global climate change campaign "MTV Switch", narrows the topical focus to that of the environment while expanding the reach of the media being used to share young people's experiences. Amongst the individuals who are tackling climate change head on are a Brazilian student whose prolific urban food gardens are slowly spreading across Rio de Janeiro and an environmental blogger from Iran. The Element Climate Change Series is being made available across MTV's network of 165 localised TV channels in 162 countries. Educators worldwide are also invited to contact TVE to obtain the entire series for use in schools and universities; the series is also available for screenings at conferences and special events. In addition, organisers have also selected several European and United States (US)-based creative agencies to develop a series of PSAs.

Youth, Environment, Rights.

The United Nations (UN) Environment Programme (UNEP) Director of Communications comments: "It is fascinating to see how many of the young Element entrepreneurs already have their feet firmly in the new carbon economy that UNEP is promoting. These films will reach global TV and internet audiences during exactly the period that the UN will be convening vital international negotiations in the run up to the Copenhagen Climate Summit in 2009, and have the potential to galvanize action and inspire leadership within dozens of communities and across a generation of MTV viewers..." A sixth Element film profiling Jeff, whom organisers describe as "a pioneer in virtual reality and climate change teleconferencing", will be presented to delegates and policymakers meeting at the Poznan UN Climate negotiations in December 2008.