As much as some people complain about MTVs lack of music videos and programs
like Jersey Shore , the network has done a lot of good outside the TV screen.
MTV, a subsidiary of Viacom (NASDAQ: VIAB ), recently announced it is creating a
Facebook-centered campaign on college affordability . The campaign, called My
College Dollars, follows in the footsteps of other social activism campaigns the
network has spearheaded, like those against online bullying and their recently
renamed young voter initiative . My College Dollars will focus on a Facebook
application that will provide basic financial aid information and match students
to scholarships based on information they share on Facebook, like race, age,
gender or location. It also will provide videos, both from famous musicians and
other 18- to 24-year-olds, encouraging struggling students to stay in school.
The program showcases MTVs remarkable 1-9-90 approach to social campaigns: 1% of
its audience is heavily involved, 9% is engaged and 90% is passive. That 1% was
tapped to suggest programs to tackle the issue of college affordability. After
experts narrowed the 200 suggestions down to three finalists, MTV leveraged its
9% to vote for their favorite. The network hopes the other 90% will use the site
as a quick source for the information they need. More than 30 years after its
founding, MTVs latest campaign proves that, in the words of MTVs vice president
of public affairs Jason Rzepka, the network still uses its super-powers for
good. Benjamin Nanamaker, InvestorPlace Money & Politics Editor
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