mtvU, teaming up with Microsoft Corp. through the Windows Live Messenger‘s I’m Initiative, premiered “Cause Effect,” a new multi-platform series profiling standout student activists on college campuses nationwide. Each episode spotlights two remarkable students, examining how they’ve used digital tools to effect positive, real world change, and inspired others to take action and make a difference on pressing social issues such as poverty, child protection, disease, environmental degradation and animal rights.
The new mtvU series is an extension of the Windows Live Messenger I’m Initiative, in which Microsoft Corp. donates a portion of the program’s advertising revenue to one of several cause-related organizations every time a user has a conversation using the instant messaging software. The ten organizations currently participating in the program are the American Red Cross, Boys & Girls Clubs of America, The Humane Society of the United States, National AIDS Fund, National Multiple Sclerosis Society, ninemillion.org, Sierra Club, StopGlobalWarming.org, Susan G. Komen for the Cure and UNICEF. Microsoft joining forces with mtvU and Think.MTV.com takes the i’m Initiative well beyond the instant messaging window.
Originally posted on November 8, 2007 @ 6:29 pm