The i'm initiative, initially debuted under the umbrella of Windows Live Messenger is now all grown up and spreading its wings to mtvU. Microsoft announced a new initiative in collaboration with mtvU, designed to increase the scope and impact of i'm, taking the program from under its instant messaging client and exposing it to the audience of mtvU. The focus of the Microsoft and mtvU partnership is a new series also debuting on Think.MTV.com, designed to be accessible via a multitude of platforms, and addressed at college students. The "Cause Effect" has already premiered to some 750 colleges and universities in the U.S.

"College students have long been catalysts for positive social change, and they're once again leading the charge with a new arsenal of online tools. By showcasing the innovative efforts of those spearheading the digital activism charge, mtvU and Microsoft aim to inspire and equip even more college students to mobilize on today's most pressing issues," explained Stephen Friedman, general manager, mtvU.

The extension of the i'm initiative that was launched in early March 2007 for Windows Live Messenger users, "Cause Effect" aims at delivering social change via the implementation of digital and human resources. The original i'm was set up to allow users starting instant messaging conversations via "i'm" to actively turn a portion of Microsoft's advertising revenues from the IM client to various social causes organizations.

"College students are among some of the most active with instant messaging, and they have taken a special interest in the i'm Initiative. These students are the new face of activism and change, and many are making a huge impact in their communities, both on and offline. We're excited to be teaming up with mtvU to highlight the positive actions students are taking to enact change on all levels, to show individuals they can make a difference through technology and their everyday activities," added Tara Kriese, senior product manager, Windows Live Messenger, Microsoft.