mtvU's 'Effect' profiles student activists
mtvU, in partnership with Microsoft's Windows Live Messenger's i'm initiative, on Wednesday premiered "Cause Effect," a new multiplatform series profiling standout student activists on college campuses nationwide. Each episode spotlights two students, examining how they've used digital tools to create positive change in the world and inspire others to take action on pressing social issues such as poverty, child protection, disease, environmental degradation and animal rights. "Cause Effect" premiered on mtvU -- MTV's 24-hour network broadcast to 750 colleges and universities nationwide, mtvU.com and Think.MTV.com, MTV's new online social community dedicated to youth activism. The new series is an extension of the Windows Live Messenger i'm Initiative, in which Microsoft donates a portion of the program's advertising revenue to one of several cause-related organizations every time a user has a conversation using its instant messaging software.