The MTV EXIT (End Exploitation and Trafficking) campaign is a multimedia initiative produced y the MTV Europe Foundation to raise awareness and increase prevention of human trafficking. Agency Coleman Rasic Carrasco Sydney and Steve Rogers of Revolver created a music video for the single ‘All I Need’, from Radiohead’s critically acclaimed album ‘In Rainbows’. The concept of the video clip was developed by Coleman Rasic Carrasco to raise awareness of exploitation and human trafficking in developing countries, as part of the MTV EXIT Asia campaign. When asked what attracted him to the idea, Steve Rogers commented, ‘It was interesting because I had not seen social commentary that was presented as a music promo before.’ Thom Yorke, Radiohead’s lead vocalist, has personally pledged his support for the project, saying, ‘I’m touched that the music goes with that (idea).