EXCLUSIVE: Last month, it emerged Paramount Global vet Georgia Arnold was exiting after nearly three decades, and we’ve now learned her departure has sparked a global restructure of the company’s Social Impact unit.
In an internal memo seen by Deadline, Paramount told staff it remains “committed to driving positive change around the world through its content, people, and platforms” following the exit of Arnold, whose work on promoting social change through film, TV and digital platforms is known throughout the company.
Crystal Barnes, EVP, Social Impact & Environmental Social and Governance (ESG), will effectively succeed her at the top of a restructured Paramount global impact division, with Janice Gatti and Brad Archer-Haynes also taking key roles. Arnold was both Senior Vice President of Social Responsibility and MTV Staying Alive Foundation Executive Director.
The impact unit launched two years ago under Arnold’s purview as VIS Social Impact, a division within Paramount’s Content For Change (CFC) initiative. Paramount’s memo said the new structure would allow the organization to “efficiently scale” its impact “as we continue to engage and inspire our audiences around the world to make a difference through similar programs and initiatives,” and “ensure that the company can leverage key insights globally.”
Barnes‘ expanded role gives her oversight of areas such as the CFC initiative, community partnerships, employee engagement around impact and the environmental footprint across the business.
EVP and Head of Communications for Paramount International Markets Gatti has expanded her remit to include oversight of the unit outside the U.S., and will work with Barnes on global initiatives.
Archer-Haynes has been named SVP, Cross-Company Impact, a new role responsible for integrating impact and CFC efforts into Paramount’s corporate priorities: namely in content, platforms and people. He also leads international social impact efforts, dual reporting into Barnes and Gatti, and focuses on initiatives such as World Mental Health Day, MTV Entertainment Studios’ Mental Health is Health and Nickelodeon’s Our World.
Archer-Haynes joined Paramount’s international team in New York in 2014 following local market and cluster leadership roles in London.
Other execs who will work in Barnes’ team include VP, Social Impact Adam Robinson, Executive Director of CFC Melissa Potter and VP of ESG Jessica Thurston. They will lead a newly formed Impact team “focused on driving meaningful change by leveraging the company’s content, creative supply chain and existing employee and community program.”
Paramount has commissioned eight studies on representation and portrayal in content since 2022.
End of an era
Arnold’s exit — confirmed last month — marks the end of an era for Paramount’s social change efforts. Since its inception, she has been the face of the MTV Staying Alive Foundation, which recently turned 25.
Wame Jallow has replaced the long-serving her as Executive Director of the foundation, joining from nonprofit Population Media Center.
Arnold recently led production on upcoming Paramount+ activism docuseries The Changemakers, which we first told you about last year, and on the ongoing GenChange and MTV Breaks digital series. She has worked on content deals with international talent such as Thuso Mbedu (The Underground Railroad, The Woman King) through the Content For Change initiative.
MTV Staying Alive is aimed at helping young people to make informed choices. It’s best known for the MTV Shuga scripted series, which first aired in Kenya in 2009 featuring Oscar-winning actress Lupita Nyong’o. Last year, CBS Studios teamed with Damon Wayans Jr and Arnold on a U.S.-set version for Paramount+, Shuga: Baltimore.
Since launch 14 years ago, MTV Shuga has expanded to broadcast across 40 African countries and more than 70 television stations internationally, tackling topics such as HIV, safe and legal abortion, and rape and gender-based violence. Evaulations from several organizations and universities have shown the program has led to more condom use and HIV testing in Africa, and positively changed attitudes against gender-based violence.
Arnold co-founded the Foundation in 1998 following MTV’s Staying Alive documentary, which was hosted by George Michael and dedicated to the emerging HIV and AIDS crisis. It now has a global donor base and partnerships with the likes of Bill and Melinda Gates Foundation and the U.S. President’s Emergency Plan for AIDS Relief. Arnold was recently honored with a special UNAIDS leadership award in recognition of the contributions she has made to the global response to HIV.
Her replacement, Jallow, is based in Botswana and steps into the role effective immediately. Her career spans 20 in global health, rights and the environment.
She previously served as Vice President of International Programmes at Population Media Center, where she managed its global portfolio to implement media to promote social and behavioral change. This included working with producers on TV and radio shows that promote positive life changes.
Arnold said: “Over the last 25 years, MTV Staying Alive has led the way in storytelling with purpose and proven impact. Our diverse content, produced directly within the communities that we are working with, has been able to melt cultural barriers by telling authentic, local yet universal stories. We have been intentional and thoughtful about who we work with, and what stories we are telling, and always ensured that everyone has a seat at the table. I couldn’t be more thrilled that Wame Jallow is now stepping into the role as Executive Director, and I am confident her roots in southern Africa, paired with her years of experience, will elevate the Foundation to new heights.”
Jallow added: “To truly make an impact and succeed in telling the stories of our communities, we must widen our lens to recognize the interconnectedness of economic, social, climate, rights and health justice. These issues are inextricably linked, and they touch every aspect of our daily lives and those of young people.”
Bob Bakish, President and CEO of Paramount Global, said: “Under Georgia’s leadership, MTV Staying Alive has made an immeasurable impact around the world for over two decades with its groundbreaking approach to empowering and educating young people. Georgia is an inspirational leader and founder whose vision made MTV Staying Alive the international force it is today.
“Since well before the AIDS epidemic, Paramount has remained committed to supporting work that protects and informs the next generation. We recognize there is still work to be done and look forward to continuing to support the Foundation under Wame Jallow.”