LOS ANGELES (CBSLA.com) — CBS EcoMedia announced the launch of a new initiative Monday that allows viewers give back without having to spend their own funds.

The initiative “Viewers to Volunteers” or V2V is a new digital experience that allows viewers to give back by simply watching or sharing videos about the cause of their choice via their smartphones, tablets or computers.

Doing so will help fund the nation’s most effective nonprofit organizations, the network said in a press release.

“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,” said Leslie Moonves, President and Chief Executive Officer of CBS Corporation. “We are excited about all that V2V can do to benefit the nation’s leading charities, our advertisers and our viewers.”

Paul Polizzotto, a social entrepreneur, founded EcoMedia in 2002, which was acquired by CBS Corporation in 2010. The company’s mission is to make an impact on communities and improve quality of life.

“The launch of Viewers to Volunteers builds on the core mission of CBS EcoMedia, which is to improve the quality of people’s lives. I’m confident that V2V will have a profound impact not only in how people support causes, but also in how some of our nation’s most effective and marquee nonprofits are funded,” said Polizzotto, the president and founder of CBS EcoMedia.

The network says Toyota is serving as the inaugural advertiser and is funding projects in Los Angeles, Dallas, Minneapolis and Philadelphia.

To learn more about the Viewers to Volunteers initiative, click here.

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