NEW YORK – Nickelodeon and child rights organization Plan International are inviting kids this spring to rock themselves to greatness, with the help of some friends from Nickelodeon’s hit show School of Rock.
As part of Nickelodeon’s international Together For Good initiative, the two have teamed up to launch Together We Rock, a pro-social campaign dedicated to promoting gender equity now through the month of May. Nickelodeon has created an international game to inspire concepts of gender equity, which invites players to join Tomika, the main character in the hit show School of Rock, to lead a group of student musicians on the way to greatness. The network will also air an international School of Rock programming marathon during the month of May across more than 170 countries and territories internationally, showcasing episodes from the series that highlight female role models, equity-themed moments and self-confidence.
The Together We Rock online game is led and narrated by Tomika from School of Rock. Players will be able to recruit new band members and unlock customizable elements through gameplay that lead to conquering bigger rock venues on their climb to the top. Players use concepts in coding in order to make progress in the game. The free game is accessible via local Nickelodeon sites, and playable both on desktop and mobile.
As a part of the development process for the game, Nickelodeon and members of the Plan International Youth Delegation – including young leaders between 16 and 25 years old from El Salvador, Uganda and the USA – met at Viacom’s New York headquarters in commemoration of International Day of the Girl last fall to brainstorm ideas and explore how the subject of gender equity could be explored in a fun and irreverent way. International Day of the Girl is a global observance day declared by the United Nations that supports more opportunity for girls and increases awareness of challenges girls face – including barriers to education, nutrition, legal rights, and medical care – because of their gender.
“At Nickelodeon, we’re fortunate to have a global platform that allows us to encourage the world to be a more playful place for kids everywhere,” said Mario Cader-Frech, Senior Vice President of Public Affairs & Social Responsibility at Viacom International Media Networks. “Giving young girls creative tools that empower them to be proactive, bold leaders and help them navigate their world is an important part of that responsibility. Working with Plan International, we created Together We Rock specifically to remind kids that anyone can be a leader, regardless of gender.”
“Plan International is thrilled to continue our partnership with Nickelodeon International. As a child-centered, rights-based organization, we are impressed with and grateful for Nickelodeon’s commitment to tackling global gender inequity and teaching about gender equality in a fun and accessible way for young people,” says Tessie San Martin, President and CEO of Plan International USA. “Plan believes in the importance of youth having a voice at the decision-making table. Inviting game design participation and feedback from a diverse group of young people is a powerful example of Nickelodeon walking the talk around investing in youth, achieving gender equity, and promoting child rights.”
Together For Good, launched in 2015, is Nickelodeon’s international initiative to empower kids to make positive changes in the world around them. Together For Good serves as Nickelodeon’s international platform to inspire its audiences to get involved in their communities, provide the resources and education to get the job done and celebrate the impact they’re making every day.
About Nickelodeon
Nickelodeon is one of the most globally recognized and widely distributed multimedia entertainment brands for kids and family. It has built a diverse, global business by putting kids first in everything it does. Nickelodeon’s mission is to make the world a more playful place. The company’s portfolio includes television programming and production around the world, plus special events, consumer products, digital offerings, recreation, books, feature films and pro-social initiatives. Nickelodeon's brands reach nearly a billion cumulative subscribers in more than 160 countries and territories, via more than 80+ locally programmed channels and branded blocks. Outside of the United States, Nickelodeon is part of Viacom International Media Networks, a division of Viacom Inc. (NASDAQ: VIAB, VIA), one of the world’s leading creators of programming and content across all media platforms.
About Plan International
Plan International is one of the oldest and largest children's development organizations in the world founded over 75 years ago. Plan fundraises in developed nations for 51 developing countries to promote child rights and lift millions of children out of poverty. Plan is one of the few global organizations to publish combined worldwide financial statements that detail their fundraising and spending. Despite the difficult economic conditions, Plan's income stood at €722 million in 2013-14 – a 6% increase on the previous year. Plan spent €709 million in 2013-14.
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Press Contacts:
Gayle Gaviola, Nickelodeon International, [email protected]
Maggie Hollander, Nickelodeon International, [email protected]
Meg Cangany, Plan International USA, [email protected]