MTV has launched its first ever pro-democracy campaign in Africa ahead of the upcoming Nigerian elections. Starting January 2011, the network’s global ‘Choose or Lose‘ voter mobilization campaign will be encouraging and empowering young Nigerians to exercise their right to vote.

To maximize youth voter’s registration for the April 2011 elections, MTV will use its appeal to launch a series of on-air promotional spots on African music channel MTV base (DStv Channel 322) and on the MTV base blocks on Nigerian terrestrial TV partners. The promos urge the Nigerian youth to determine their future and register before 29 January to ensure Nigeria’s largest ever youth voters turnout.

A key component of the initiative will include the release of a special music video fronted by Nigerian contemporary musicians entitled ‘Rep 4 Naija‘. The track, an upbeat hip hop/R&B number is a collaboration between Nigerian stars eLDee, Sound Sultan, Blak Twang, Naeto C, D’banj, M.I and Meaku.

‘With a huge percentage of the Nigerian population under the age of 24, ‘Choose or Lose’ is designed to remind young people that they should take their civic responsibilities seriously and play a part in determining who should lead them. For Africa to develop, its young people need to secure a future that enables them to achieve their goals and that can only happen with good leadership‘, Senior Vice President and Managing Director, MTV Networks Africa, Alex Okosi commented.