MTV is addressing alleged racial bias in the wake of the fatal police shooting of Michael Brown in Ferguson, Missouri.
As part of its "Look Different" campaign, the network will air public service announcements during Sunday's Video Music Awards. A preview of one of the announcements features the "Hands Up. Don't Shoot" rallying cry from the protests in Ferguson.
The ad also features a quote from author James Baldwin that reads "Not everything that is faced can be changed; but nothing can be changed until it is faced." MTV president Stephen Friedman tells the "Hollywood Reporter" that the quote from Baldwin is a "call to action" for people to confront their own bias. That message is reiterated in a second PSA that addresses racial bias by showing seven young people discussing stereotypes.