NEW YORK — When MTV executives began conducting research about 18 months ago for their 2012 youth vote campaign, the results were uninspiring.
Jason Rzepka, MTV’s senior vice president of public affairs, summed up the phenomenon as “election avoidance,” with young people appearing less likely to flock to registration sites and campaign offices than they did four years ago. MTV executives quickly realized that they would need more than “Choose or Lose,” their initiative of the last 20 years to engage the youth vote for this election. And “Boxers or Briefs?” wouldn’t cut it, either.
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