Myspace/Youthography survey reveals Gen-Y'ers are committed to social causes - if only someone would notice



    MySpace launches Impact Canada platform to answer needs of charitable-
    minded, but often overlooked youth

    http://ca.myspace.com/impactcanada

    TORONTO, Dec. 4 /CNW/ - Generation Y believes they can change the world,
but their perceived lack of recognition has turned 68 per cent of them into
Gen Why'ers-questioning their charitable actions-according to a recent
MySpace-Youthography survey. These new statistics mark the launch of Impact
Canada, the new platform on MySpace designed to empower and provide a socially
conscious voice for the site's five million Canadian users
(http://ca.myspace.com).
    The research, conducted amongst 390 Canadians between the ages of 15 and
24, found a "charitable reserve" among Gen Y'ers. While nearly four out of
five supported a charitable cause last year, more than two thirds feel their
good deeds go unnoticed and unrecognized. The survey also revealed that 63 per
cent felt they would be more inclined to support a charity if they were
personally connected to the cause.
    "Impact Canada serves as a social action hub that enables charities to
connect with an interested and engaged audience of MySpace users-largely
comprised of youth-in a way that is meaningful and relevant to them," said
Jane Tattersall, director of marketing, MySpace Canada. "We know Canadian
youth are eager to make a positive difference in the world and Impact Canada
not only provides a means to do so, it also acknowledges their efforts."
    Other findings from the MySpace-Youthography survey include:

    
    -   Four out of five (80 per cent) donated some amount of money to a
        cause in the past year
    -   More than one in four (27 per cent) donated 10 or more hours of their
        time for a charitable cause outside of school and work
    -   Two thirds (59 per cent) of youth feel they can make a difference
    -   Nearly half (43 per cent) felt inspired by the information they were
        exposed to about charitable causes
    -   Over three quarters (78 per cent) of youth surveyed were most
        concerned with national and international issues; the top three
        causes being cancer, human rights and hunger relief
    

    Impact Canada is designed to connect MySpace users with the issues they
care about so they can make a difference in the world around them - whether
it's by adding charities as friends, giving viral campaign support, or raising
money for their chosen cause directly from their profile. The new page,
developed in close partnership with leading local, national and international
charities, provides an interactive portal and a much-needed voice for Canadian
youth.
    One charitable partner that will be featured as part of the Impact Canada
launch is War Child Canada, a registered charity that provides humanitarian
assistance to children affected by war. War Child Canada has nearly 3,000
friends on MySpace including Our Lady Peace frontman, Raine Maida
(www.myspace.com/rainemaida) and his wife, singer-songwriter, Chantal
Kreviazuk (www.myspace.com/chantalkreviazuk).
    "War Child Canada is delighted to be a part of MySpace Impact Canada, a
dynamic online portal which will connect Canadians to social issues at home
and abroad," James Topham, director of marketing, War Child Canada. "By using
the MySpace social network, War Child Canada has been able to attract and
connect with thousands of supporters across the world. The establishment of
Impact Canada will strengthen War Child Canada's ability to raise awareness
and support for war-affected children."
    To launch Impact Canada and raise awareness for charitable partners
participating on the site, MySpace Canada will be featuring a number of
differences causes during the first month, some of which include:

    
    -   HIV/Aids Awareness, featuring Dignitas International
        http://ca.myspace.com/dignitasinternational and Annie Lennox's Sing
        Charity Record Campaign (1st December) www.myspace.com/annielennox
    -   Human Rights, featuring War Child Canada
        http://ca.myspace.com/warchildcanada; Oxfam Canada
        http://ca.myspace.com/oxfamcanada; and Youth Care
        http://ca.myspace.com/youthcare.
    

    About Youthography

    Youthography is North America's most significant consumer marketing and
communications consultancy - offering full service research, strategy,
marketing and advertising for a wide array of companies, brands, products and
institutions. This survey was conducted with 390 Canadians aged 15 to 24 and
has a confidence interval of +/-5%, 19 times out of 20.

    About MySpace Impact Canada

    MySpace Impact Canada is the new home for charities, non-profits and
community organizations on MySpace. Modelled on existing content channels like
MySpace Music, MySpace Impact is designed to provide a hub for charitable and
political activity on MySpace Canada. MySpace Canada is aiming to empower
their users to make a difference in the world by connecting with charities and
community organizations focused on the issues that matter more to them,
helping them to campaign, raise awareness, generate buzz and even raise money.
The page will be expanded into the Canadian political arena in 2008.

    About MySpace

    MySpace, a unit of Fox Interactive Media Inc., is the premier lifestyle
portal for connecting with friends, discovering popular culture, and making a
positive impact on the world. By integrating web profiles, blogs, instant
messaging, e-mail, music streaming, music videos, photo galleries, classified
listings, events, groups, college communities, and member forums, MySpace has
created a connected community. As the first ranked U.S. web domain in terms of
page views, MySpace is the most widely-used and highly regarded site of its
kind and is committed to providing the highest quality member experience.
MySpace will continue to innovate with new features that allow its members to
express their creativity and share their lives, both online and off. MySpace's
international network includes 23 localized community sites in the United
States, Canada, Latin America, Mexico, Austria, Finland, Germany, Italy,
Norway, Sweden, Switzerland, UK, Denmark, France, Ireland, Netherlands, Spain,
Australia, Japan and New Zealand. Fox Interactive Media is a division of News
Corp. (NYSE:  NWS - News, NWS.A - News; ASX:NWS - News, NWSLV - News). MySpace
was proud to launch MySpace Canada in January, 2007 as part of the expansion
of its international network and is visited by nearly five million monthly
users (September 2007 comScore).





For further information:

For further information: and to book an interview, please contact: Nell
Crichton, Cohn & Wolfe, Office: (416) 924-5700 x 4085,
nell.crichton@cohnwolfe.ca; Dita Zemanek, Cohn & Wolfe, Office: (416) 924-5700
x 4032, Dita.zemanek@cohnwolfe.ca

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