MTV Launches Project to Fight 'Hidden Bias' Among Millenials

Working with CAIR, GLAAD, the Southern Poverty Law Center and the NAACP, among others.

On Thursday, MTV announced that it would be launching a “Look Different” initiative designed to uncover “hidden racial, gender and anti-LGBT bias.” MTV will be creating a documentary on Millenials’ perceptions of race and fairness temporarily titled “Untitled Whiteness Project,” a public service announcement series, an “Implicit Bias Quiz” and a week-long “Racial Bias Cleanse” program to help re-educate young Americans about their bias.

The campaign will be co-sponsored by the Anti-Defamation League, the National Partnership for Women & Families, The Trevor Project, the Gay and Lesbian Alliance Against Defamation, the Southern Poverty Law Center, the Council on American-Islamic Relations, National Council of La Raza, and the NAACP, among others.

MTV President Stephen K. Friedman explained, “Millennials are the most diverse generation in history and it's inspiring to see how equality and fairness serve as their bedrock values. However, that very faith in equality can also cloud their perception of historical and institutional inequities. Rooted in powerful storytelling, Look Different will offer our audience a new forum and tools to more deeply explore these issues, while supporting their fight for a more equal future."

The initiative follows a research study co-founded by MTV and David Binder Research and designed to “measure how young people are experiencing, affected by, and responding to issues associated with bias.”

The study found that 9 in 10 people believe that everyone should be treated the same, no matter their race; 64 percent of young whites believe that having a black president shows that minorities have the same opportunities as white people in America; 53 percent believe that “bias is a serious problem, but it is mostly hidden.” LGBT young people (85%), young women (64%) and young minorities (65%) say they have been the victims of bias.

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