Toyota is inaugural sponsor for CBS’s new charitable platform

CBS EcoMedia, whose mission is to use the power of advertising to improve people’s lives, has launched “Viewers to Volunteers” (V2V), a new multi-screen initiative that allows people to give to a charity of their choice without spending their own money.

V2V lets users watch videos and read articles that further a good cause. When watching or sharing these advertiser-sponsored videos via their smartphones, tablets, or computers, they help direct donations to nonprofits across the country.

Leslie Moonves, president and CEO of CBS Corporation, said: "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.”

Toyota is serving at the initiative’s first advertiser, funding projects in four major markets: Los Angeles, Philadelphia, Minneapolis, and Dallas.

Later this spring, as CBS EcoMedia partners with additional advertisers, an app for smartphones and tablets will roll out allowing V2V to support nonprofits and projects in communities nationally.

Eleven charities are serving as launch partners, including Meals on Wheels America and the Special Olympics World Games.

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