Last year, the channel was the primary media partner to Unicef on the 'Say yes for children' public affairs initiative. Nickelodeon broadcast public service announcements featuring its 'spokestoons' from The Rugrats, Hey Arnold and The Wild Thornberrys. A write-in competition was also held, attracting more than 15,000 entries from around the region.
At the core of the channel's upcoming campaign is a movie, The Rugrats Go Wild, an animated feature in which the Rugrats meet up with the Wild Thornberrys, exploring issues such as global warming, environmental pollution, natural preservation and energy saving.
Dedicated websites have been set up globally, including India, the Philippines, New Zealand and Pan-Asia in the region.A TV campaign, consisting of five 60-second spots developed in-house, have also been prepared.
MTV Networks International president Bill Roedy said: "Through Nickelodeon, we aim to empower our viewers by providing with the means to make a difference with such issues as the environment."