(22 September 2007 6:00 pm)

MUMBAI: US broadcaster MTV, along with the Case Foundation, Bill & Melinda Gates Foundation, Goldhirsh Foundation and MCJ Amelior Foundation have launched a new movement in youth activism: Think.MTV.com.

Born from MTV's commitment to inform and engage young people on issues that affect them most, the Think Community aims to be the definitive online resource and rally point for young change makers. Launched in beta today, Think.MTV.com is a place where everyone from sunny day volunteers to die hard activists can "Get Educated, Get Connected, Get Heard, Get Active and Get Rewarded".

The seminal ThinkMTV study "Just Cause" revealed that young people care deeply about activism: 80 per cent say that taking action to help their community and others is important and the right thing to do; yet only 19 per cent describe themselves as "very involved."

Respondents were very concerned about the challenges that face their generation - from personal issues like sexual health, discrimination, and education, to global concerns such as the environment, terrorism, poverty, and immigration - but many weren't sure where to turn or how to get involved.

Think.MTV.com will help mobilize these young people with new tools of engagement (mobile phones, online forums, broadband video, digital cameras), thereby narrowing the "activation gap" and making it much easier to become informed and take action.

MTV president Christina Norman says, "The Think Community was built to catalyse a sea change in youth activism and make rock stars out of those young people working to better themselves, their communities and the world. We are honoured to partner with forward-thinking foundations, non-profits, celebrities and America's youth on this powerful new platform for positive social change."

Bill & Melinda Gates Foundation president of US programmes Allan Golston says, "In a nation where most young people either dropout or graduate from high school unprepared for college and work, it's critical we offer youth the opportunities, tools and resources to succeed and achieve their goals.

"MTV is an important partner in our drive to ensure that every young person is prepared for college, career and life, and the new Think Community will galvanize this effort - offering all young people opportunities to connect to an inspiring and engaging world beyond their own school or community," he said.

Think.MTV.com is an online community where the biggest names in pop culture, as well as top non-profits and civic organizations, can join forces with young people to address pressing social issues. Those who already are using or will use the site to stimulate youth activism include the UN, Boys & Girls Clubs of America, Malaria No More as well as Bono, Reggie Bush, Pete Wentz, Shakira, Nick Cannon, Rosario Dawson, John Legend, Steve Nash, Jeff Sachs and many more.

Members who use the site to do good will be rewarded with opportunities such as hanging out with the aforementioned stars, access to exclusive MTV events, exposure on MTV and other national media outlets, plus grants, scholarships and more. Think.MTV.com enables all young people to among other things access MTV News. This is a mix of videos, blogs, socially conscious video games, podcasts, news reports and pictures helps the uninformed quickly come up-to-speed on complex issues and the hyper-literate stay up-to-date on breaking news.

Members can align in "Think Tanks" by interests, skills, geography and more to advance the issues they care about most - from global to local.

The Think site is also a platform for all young people to make their voices heard, serving as a powerful megaphone for a generation that grew up self-publishing. Unlike any other online community, content posted on the site will have the chance to bubble up to MTV's other online and mobile platforms, even MTV, which reaches more than 90 million subscribers in the US.

Beginning later this fall, every video, photo or conversation a user contributes will also earn Action Badges, which can be redeemed for prizes, national exposure and more.