The Project
MTV launched its Breaking the Addiction Challenge, asking colleges and universities to compete for top honors in creating environmentally friendly campuses. Two winning teams were to be selected for a $10,000 eco-renovation of their student centers. In order to generate the most buzz and grow the movement cross-country, MTV commissioned Dotfusion to extend its challenge online. |
The Approach
After studying the situation, Dotfusion came up with an information-filled microsite, complete with all the tools students would need to help them succeed. It included an easy-to-follow 12-step program, a climate blog, a think newsletter, a volunteer sign-up section and a message board.
The Applause
The final contest winners, Rutgers and Cornell Universities, along with a multitude of other entrants, showed an impressive commitment to the cause of ecology. MTV and Dotfusion got full marks for providing the public with such a valuable learning experience.
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