CBS Launches First-of-its-Kind Initiative that Empowers Viewers to Donate to Charities -- Without Spending Their Own Money

Mar 9, 2015 1:15 PM ET
Campaign: EcoMedia

NEW YORK, N.Y., March 9, 2015 /3BL Media/ – CBS EcoMedia today announced the launch of “Viewers to Volunteers,” or V2V, a new multi-screen initiative that empowers people to give to a charity of their choice without spending their own money. V2V offers viewers an online destination to watch videos and read articles that further a good cause. When viewers watch or share these advertiser-sponsored videos via their smartphones, tablets or computers, they help direct real-life financial contributions to the nation’s most effective nonprofit organizations. 

“Viewers to Volunteers is a digital giving platform bringing together media, advertising and philanthropy in an interesting new way, opening doors to viewers at any income level looking to make a difference,” said Leslie Moonves, President and Chief Executive Officer of CBS Corporation. “We are excited about all that V2V can do to benefit the nation’s leading charities, our advertisers and our viewers.”

Paul Polizzotto, President and Founder, CBS EcoMedia added, “The launch of Viewers to Volunteers builds on the core mission of CBS EcoMedia, which is to improve the quality of people’s lives. I’m confident that V2V will have a profound impact not only in how people support causes, but also in how some of our nation’s most effective and marquee nonprofits are funded.”

For an overview of EcoMedia and the integration of V2V, click here

For details on V2V, click here.

Toyota is serving as the inaugural advertiser funding projects in four major markets: Los Angeles, Dallas, Minneapolis and Philadelphia. Beginning today, viewers nationally can engage with Toyota-sponsored content available across all mobile platforms. Later this spring, as CBS EcoMedia partners with additional advertisers, an app for smartphones, tablets and other devices will be rolled out, allowing V2V to support nonprofits and projects in communities nationally.

Eleven of the country’s leading charities are serving as launch partners:

FIRST BOOK: First Book is a nonprofit social enterprise that has distributed more than 125 million books and educational resources to programs and schools serving children from low-income families through the United States and Canada.

FISHER HOUSE FOUNDATION: Fisher House Foundation is best known for a network of comfort homes where military and veterans’ families can stay at no cost while a loved one is receiving treatment. 

JUNIOR ACHIEVEMENT USA: Junior Achievement is the world's largest organization dedicated to giving young people the knowledge and skills they need to own their economic success, plan for their future, and make smart academic and economic choices.

KIDS IN NEED FOUNDATION: The Foundation’s mission is to ensure that every child is prepared to learn and succeed by providing free school supplies nationally to students most in need.

LITTLE KIDS ROCK: Little Kids Rock is a national nonprofit that is dedicated to ensuring that all children have the opportunity to unlock their inner music makers.

MEALS ON WHEELS AMERICA: Meals on Wheels America is the oldest and largest national organization supporting the more than 5,000 community-based programs across the country that are dedicated to addressing senior isolation and hunger. 

NATIONAL RECREATION AND PARK ASSOCIATION: The National Recreation and Park Association is a national not-for-profit organization dedicated to advancing park, recreation and conservation efforts that enhance quality of life for all people.

SPECIAL OLYMPICS WORLD GAMES: Special Olympics is a global movement that unleashes the human spirit through the transformative power and joy of sports, every day around the world. The 2015 Special Olympics World Games, with the unparalleled spirit, enthusiasm, teamwork, joy and displays of courage and skill that are hallmarks of all Special Olympics events, will feature 25 Olympic-style sports in venues throughout the Los Angeles region.

STARLIGHT CHILDREN’S FOUNDATION: Founded in 1982, Starlight Children’s Foundation is a leading global charity that partners with experts to improve the life and health of kids and families around the world.

VOLUNTEERS OF AMERICA: Volunteers of America is a national, nonprofit, faith-based organization dedicated to helping those in need live healthy, safe and productive lives.

POINTS OF LIGHT: Points of Light – the largest organization in the world dedicated to volunteer service – mobilizes millions of people to take action that is changing the world. Points of Light will power the volunteer event feed on V2V.

“By harnessing the power of CBS, social media and the latest innovations in technology, we are extending the privilege of giving to everyone,” said Polizzotto. “Our hope is when you combine this new way of giving with national advertisers like Toyota, we’ll make tangible and positive improvements in the areas of veteran’s services, education, health and wellness, and the environment.”

V2V is the latest program of CBS EcoMedia to allow advertisers to leverage their media spending to make tangible, positive impacts in communities throughout the country.  Previously launched CBS EcoMedia programs include EducationAd, WellnessAd and the EcoAd.  For additional information, visit


About CBS EcoMedia Inc.
EcoMedia was founded in 2002 by social entrepreneur Paul Polizzotto. The company’s mission is to harness the power of the advertising dollar to make tangible, quality of life improvements in communities nationwide. In 2010, after successfully partnering on a wide range of environmental projects, EcoMedia was acquired by CBS Corporation, exponentially scaling its reach across television, radio, interactive, and publishing media. 

Through EcoMedia’s patent-pending EducationAd, WellnessAd, EcoAd, and Viewers to Volunteers advertising programs, national brands and local businesses provide millions of dollars in financial support to some of the nation’s most effective nonprofit organizations, funding critical veterans, education, wellness, and environmental projects nationwide. 

EcoMedia’s innovative and proprietary business model has fundamentally altered the advertising and nonprofit landscapes, elevating the ordinary, traditional commercial – and media, in general – into a catalyst for tangible, quantifiable social change.

EcoMedia has earned numerous awards and recognitions for its work, including the U.S. Conference of Mayors Award for Excellence in Public Private Partnerships (2009), Edison Awards for Social Innovation and Social Impact (2012, 2013), and the Starlight Children’s Foundation’s “General H. Norman Schwarzkopf Leadership Award,” which honors individual and organizational leaders who are doing extraordinary work to advance the common good and strengthen their communities.  

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By participating in EcoMedia’s EcoAd, WellnessAd, EducationAd, and Viewers to Volunteers advertising programs, EcoMedia’s advertisers agree to provide funding for projects we believe will have a beneficial effect upon the environment, health and/or education within local communities. EcoMedia’s advertising programs are not certification programs nor are the EcoAd, WellnessAd or EducationAd logos seals of approval. EcoMedia does not in any way certify, endorse or make any representations about EcoMedia program advertisers, their products or services.

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Press Contact:
Shannon Jacobs