TVO leverages good deeds online

Get Involved sparks citizen activism by connecting TV-inspired philanthropic urges to the web, and wannabe-doers with deeds.

Toronto-based branded content co Q Media Solutions and TVO have launched Get Involved, a new initiative that leverages television and the web to motivate people to effect positive change in the world.

The television offering premieres Oct. 26 with a series of 25 Get Involved documentary shorts as part of TVO’s single-theme Sunday evenings, which pair issue-based dramas with documentaries. TVO will feature three new shorts per month just before the 9 pm drama, showcasing activists, innovators and entrepreneurs who have found unique ways to give back to the world while adding meaning to their own lives.

At the end of each profile, viewers are directed to (also accessible at, an interactive social networking site that will pair individuals with like-minded charities, non-profits and NGOs to transform inspiration into action. Profiles on the site range from traditional farmer-turned-organic entrepreneur Dennis Harrison to inventor-turned-accidental environmentalist Rolf Paloheimo.

With 78 promos a month on TVO driving viewers to the site, it currently offers a plethora of advertising and sponsorship ops, from branded content production, to big box ad spaces, to pre and post roll packages and logo recognition. Partners can also get involved online through any of the 30 promos driving viewers to each monthly ‘feature challenge’ that offers sponsor recognition of the challenge on the ‘Home’ and ‘Act’ pages of the site as well as a 30 second TVO prime-time promo with sponsor recognition airing daily for a month. Current content partners include the Art Gallery of Ontario, Ryan’s Well Foundation, Earthroots, Make-a-Wish, YMCA, Toronto Humane Society, Engineers Without Borders and many more.

‘Partnerships have always played an important role in helping us achieve our goals,’ Jeffrey Dunk of TVO’s corporate relations, tells MiC. ‘The Get Involved initiative is a perfect fit for TVO, as it aligns completely with our vision of inspiring and engaging the citizens of our province through an innovative, multi-platform approach.’

A media launch is set next Thusday, Oct. 23, when activists and social entrepreneurs will gather to celebrate the launch of the first ‘feature challenge’ on