i'm MAKING A DIFFERENCE

many have known what is this about, text code to be added on msn messenger display name. Every time you start a conversation using i’m, Microsoft shares a portion of the program's advertising revenue with some of the world's most effective organizations dedicated to social causes. There's no charge.

i’m is about making a difference. All users have to do is join and start an instant messaging conversation. MSN handle the donation. Once signed up, every ad in message window contributes to the grand total msn send to the causes.
*red+u American Red Cross
*bgca Boys & Girls Clubs of America
*naf National AIDS Fund
*hsus The Humane Society of the United States
*9mil ninemillion.org
*mssoc National Multiple Sclerosis Society
*sierra Sierra Club
*unicef UNICEF
*help StopGlobalWarming.org
*komen Susan G. Komen for the Cure

Money raised so far: $854,397.63 since March 2007
many msn messenger users are aware about this campaign.

Think MTV created buzz and videos for ( possiblities of connecting more target audience) -
Think is your community where you, your friends, and your favorite celebrities can get informed, get heard and take action on the issues that matter to you most. The site educates how people could take action to act on their favourite causes, besides, this site is offering badges and awards for supporters and participants in the campaigns or contests, featuring celebrities that help on the camapaign, featuring videos with issues that has all related to every community in the world and discussion on the site.

• it is simple “you i'm, we give”


• notice-able, up-front
• it is viral, as it creates curiosity when a msn messenger sees the text code and icon at friends display names


• it allowed supporters to create personalize banner to put on blog / sites, email signature


• it has all the script for buttons, banners, videos for users to copy and embed into their blog / sites for everyone who would like to spread the word


• many touch points - sites affiliations like think.mtv.com are very targeted, blogs, videos, banners, IM, music, events, etc.

Spread the word. Never under-estimate the effort from you could make a difference.
you are making a difference