The USA Network has reached a record high when it comes to viewer participation. In February, the network reached more than 19 million people during its third annual Characters Unite Month which is geared at promoting tolerance and making a difference to stop racism, bullying, religious intolerance, sexism, homophobia and all other forms of discrimination. The USA Network is proud of the success gained from the public service campaign and in a release from the network on Friday, they highlight the power of social media to reach audiences and drive participation.
Toby Graff, USA's senior vice president, Public Affairs wrote:
"Digital and social media have taken our ability to engage audiences in pro-social causes to an entirely new level. Fans turned out in droves and took initiative to serve as ambassadors, speaking the Characters Unite message of respect and acceptance to an even wider audience."
She said that the campaign helped spirit people across the country to speak out against hate and discrimination in homes, in the workplace, in schools and any public places where people gather.
Throughout the Characters Unite Month activities was the integration of a customized social medial intuitive that included a new Facebook app and a Twitter hashtag #IWontStandFor. It was the participation of the fans who actively spread their messages of prejudice and injustice shared through these outlets that helped in the success of the campaign.
Also helping the campaign strive were "I Won't Stand For..." PSA's, videos and photos from some of the USA Network's major stars such as Matt Bomer, Dule Hill, Sarah Raffery and Gina Torres as well as from athletes, students, elected officials and everyday Americans. The PSA's were featured on-air, on the campaign's website, and also the Characters Unite YouTube channel which drove the site's participation to a quadruple-digit increase.
Overall the USA Network is proud to share that over 19 million viewers turned into more than eight hour of special Characters Unite Month programming which more than tripled its on-air content over the previous year.