Advertising to power the next generation of volunteers?

EcoMedia is working to usher in the next generation of volunteers, according to Paul Polizzotto, founder and president of the unique public-private partnership advertising model acquired by CBS in 2010.

Each and every one of us can be a philanthropist — and EcoMedia is working to usher in the next generation of volunteers, according to Paul Polizzotto, founder and president of the public-private partnership advertising model acquired by CBS in 2010.

CBS EcoMedia, which seeks to harness the power of advertising to improve the quality of people’s lives, in March announced the launch of "Viewers to Volunteers," or V2V, an initiative that empowers people to give to a charity of their choice without spending their own money.

When viewers watch or share advertiser-sponsored videos via their smartphones, tablets or computers, they earn points to direct to a variety of nonprofit organizations — but these points are real-life financial contributions being underwritten by brands purchasing advertising on other CBS platforms.

It’s a giving platform — not an ad platform, Polizzotto explained. But it is about exposing young people to nonprofit organizations.  

“Brands want to reach you very young, they want to sell you your first car, they want to give you your first credit card … let’s give nonprofits the opportunity to reach young people at a young age,” he told Devex.

Watch the video to find out at what age Polizzotto thinks it’s possible to get youth engaged in giving.

To read additional content on innovation, go to Focus On: Innovation in partnership with Philips.

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    Kelli Rogers

    Kelli Rogers is a global development reporter for Devex. Based in Bangkok, she covers disaster and crisis response, innovation, women’s rights, and development trends throughout Asia. Prior to her current post, she covered leadership, careers, and the USAID implementer community from Washington, D.C. Previously, she reported on social and environmental issues from Nairobi, Kenya. Kelli holds a bachelor’s degree in journalism from the University of Missouri, and has since reported from more than 20 countries.