Charity Leverages New Media To Help The Old

TORONTO, Aug. 4 /CNW/ - In the fall of 2010 jhr (Journalists for Human Rights) is launching MAKE MEDIA MATTER, a new multi dimensional media platform that will redefine the way the world thinks about the media. jhr is spreading the word about MAKE MEDIA MATTER through Pepsi's contest Refresh Everything. Currently ranked 7th out of 51 projects, jhr is hoping to win the highest number of online votes to win $100,000 to fund MAKE MEDIA MATTER.

In response to the growing demand for more meaningful and varied news coverage, MAKE MEDIA MATTER will use new tools to create an online and offline community of people that care about the role of the media and its ability to effect change. Designed to connect and inspire socially conscious media-lovers worldwide, the MMM website will generate discussion on the current state of the media and bring awareness to overlooked issues and events. MMM will act as a central hub where media lovers will inspire change and improve lives by consuming, producing and sharing stories that matter.

"Good Media has the power to shed light on important issues, hold authorities accountable, and inspire change. We need to celebrate and encourage this type of media here and all over the world." -Ben Peterson, Co-Founder and Executive Director of jhr

Through online discussion forums, social media debates, customized media alerts and offline events the MAKE MEDIA MATTER community will inspire traditional media to shift its focus to overlooked stories that people care about; will share important stories with others and will produce media that matters.

jhr is hoping to come out first in the Pepsi Refresh Everything contest. jhr maintains that while the other causes in the running are very worthy - MAKE MEDIA MATTER is aiming to tackle a global issue and connect people all over the world.

For information on the MAKE MEDIA MATTER and Pepsi's Refresh Everything please visit www.refresheverything.ca/makemediamatter or www.makemediamatter.com

For further information: Aileen Doyle, jhr's Community Programs Coordinator: e. [email protected], t. 416 413 0240, w. www.jhr.ca