As one of the world’s largest media companies, Viacom has a major impact on our culture, harnessing the collective power of its entertainment brands and their viewers to create positive momentum on pressing issues.

Viacom needed a common language to communicate about its pro-social efforts that would appeal to the variety of audiences represented by Viacom's brands, including MTV, Comedy Central, BET, Paramount and others.

Our work

We and creative partner, Hey, worked with Viacom to create a unique value proposition for its pro-social efforts, along with a logo, tagline and messaging platform. We also developed a narrative to bring the strategy to life and conducted a landscape mapping of prospective Viacom partners that aligned with their corporate goals.


Viacom now has a variety of tools to inspire both internal and external audiences to make positive change on the issues and in the communities that Viacom touches.


  • Strategic Planning
  • Branding & Communications
  • Partnership Development

“GCN's mix of strategic insight and branding experience paired with a deep understanding of CSR trends made them the best partner for this project. We highly recommend them.”

Alexandra Tuck, VP, Corporate Social Responsibility, Viacom