MTV Networks wanted to connect with audiences of its TV Land and Nick at Nite stations by developing a pro-social effort, but was challenged in finding an issue that viewers could get behind and also resonated with the stations.
"Our audiences repeatedly referred to TV Land and Nick at Nite as safe havens," says Marva Smalls, EVP of public affairs for MTV Networks Kids & Family Group.
So, after examining the programming, in which "most issues get resolved around the dinner ...