MTV will be launching its 2012 presidential election coverage campaign Tuesday and will be using a new slogan. Since the 1992 election, the network has been using the slogan “Choose or Loose,” but this year it will use the new “Power of 12” slogan.
MTV’s decision was reported by The New York Times, which says that the new slogan represents the year of the election and the fact that 18 to 29-year-olds - MTV’s target demographic - actually have a lot of political power if they decide to vote.
The slogan is also meant to target the growing cynicism within the younger voting demographic after the 2008 election. Many voted for President Obama, but feel that their dreams were not realized. “They were so passionate...and then they hit this wall of the economy,” Stephen K. Friedman, the president of MTV, told the Times.
Friedman added that the change also reflects how younger people should see the political process as something more than just voting. “Voting is one step in the process — just one step...The question for this generation is, they’ve got this power, will they exert it?” he said.
“Choose or Lose” started in 1992 and included a town hall meeting with then-candidate Bill Clinton, who famously said “I didn’t inhale” when asked if he took marijuana.
MTV announced that the first “Power of 12” program will be a documentary called “Our Voice” that will air on Tuesday. The documentary by 25-year-old filmmaker Andrew Jenks features interviews with the Republican candidates, who are currently preparing for the Iowa caucus.
According to The Hollywood Reporter, MTV News correspondent Sway Calloway will follow the campaign trail with Jenks.
The other announced program is When I Was 22, in which candidates talk about what they were doing at that age.
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