MTV Social Impact Squad

A family of some of the best-known names in television—from MTV to Comedy Central—leverage their platforms to promote equity and inclusion.

Service

Capabilities

Background

As it’s grown and evolved, the conglomerate of top-of-the-line media brands that comprise the ViacomCBS empire has continued to emphasize social impact as a core part of its identity. Fueled by the Social Impact department’s initiatives, members of the Social Impact Squad build internal momentum to amplify projects.

A smartphone with a bright textured case featuring an abstract pattern made of various words and symbols in a combination of pink and yellow text on a blue background. Some visible words include "IMPACT" and "SUPER.

The challenge

Because ViacomCBS encompasses so many iconic yet diverse brands (Country Music Television + Smithsonian, anyone?), the Social Impact Squad branding needed to be simultaneously strong and flexible.

Two vibrant notebooks set against a bright pink background. The left notebook is decorated with lively, overlapping yellow and purple text that reads "IMPACT." The right notebook is light blue with "SOCIAL IMPACT SQUAD" prominently displayed in bold purple letters.

A pink mug with a bright yellow background. The mug is covered in repeated blue text that reads "SOCIAL IMPACT SQUAD" in varying orientations.

A pink baseball cap with the words "SOCIAL IMPACT SQUAD" printed in bold yellow letters on the front. The cap is shown against a light blue background.

A purple face mask with pink edges lies on a bright yellow background. The mask is covered in repeating text in bold pink and blue fonts that read "IMPACT," "Social," and "SQUAD" in various orientations.

A friendly brand

To personalize the program for each brand, the SIS logo is frequently locked-up with different marks, including the Smithsonian sun, the Paramount peak, and many three-letter acronyms. We developed a social media-friendly logo whose shape evokes a megaphone, and curated a refreshing Squad color palette composed of vibrant pink, yellow, purple, and blue.

A diverse group of around 25 people smiling and posing for a group photo indoors. Some are seated while others stand behind them. One person holds a yellow flag with the text "Social Impact Squad." Colorful post-it notes and charts cover the wall in the background.

Behind the scenes

The Social Impact Squad's postcards were letterpressed across the street from Hyperakt's studio by the amazing Swayspace. Here's a look at the magic in the making.

Impact in action

In addition to our work with the Social Impact Squad, we’ve created several campaigns that serve as resource hubs for important social issues like voting, mental health, and supporting pregnant moms. All sites were designed to be mobile-first, in line with the ViacomCBS audience’s technology preferences.

+1 the Vote

More than 4 million people turned 18 in the year leading up to the 2020 election. Teens have the opportunity to add voting to the memorable events and rituals they love, from birthdays and prom to graduation. +1 the Vote aims to help young folks celebrate this milestone in their lives, cultivating a lively social atmosphere around casting votes, while also highlighting teens' power to shape the future.

+1 the Polls

With a swath of polling place closures nationwide, +1 the Polls empowers student leaders to activate their campuses as polling places. Running with a bright and engaging client-provided brand, we led a collaborative brainstorming workshop with the team, wireframed the user experience, and developed the website.

#SaveOurMoms

We centered this campaign around an engaging narrative format that echoes the patterns of today’s mode of communication: texting. Maternal health—and particularly the Black maternal health crisis—is a weighty topic, reflected in the alarming statistics that open the narrative, and the site’s toned-down black and purple color palette. But taking care of friends and loved ones can be surprisingly simple: sending texts could be a literal life-saver.

A purple background with white text that reads "We all have the power to change this story. Not sure what to say to the mom in your life?" Below are two black buttons labeled "Start the conversation - See how a chat can make a difference" and "Support moms - Find out how you can help.

Save Our Moms

#AloneTogether

As COVID-19 rapidly descended on the U.S. in March, 2020, the impact on mental health was keenly felt, especially for young people. The Social Impact team tapped Hyperakt to design and develop a rapid-response site supporting folks through COVID-19. With a fresh, friendly color palette and simple design, we aimed to share important pandemic-specific health resources and guidelines in an accessible way.