StandUp For Kids, Virgin Mobile USA, and YouthNoise unite to use music to give young disenfranchised people a voice. The three-pronged alliance focuses on helping teens and recording artists to empower young people who are disconnected from society. Operating under Virgin Unite, the program is named RE*Generation and has the interesting strategy of tapping into Virgin Mobile’s vast customer base to link young people to non-profits operating on the ground, nonprofits dedicated to helping less privileged young people. As the leader in youth wireless service, Virgin Mobile USA is in the unique position of being able to use its cool image to encourage youth to be involved. The program uses customers as a resource for social change, giving them opportunities to get involved through their cell phones and the web; and allowing non-profits to tap into this vast demographic group. For example, customers can download ring tones from artists who’ve pledged at least 50% of profits from the downloads to YouthNoise and StandUp For Kids, and can deduct $1 from bills to be donated to the charities and matched by Virgin Mobile. Finally, Virgin Mobile has contests such as a contest to design a phone charm for the company and win a trip to Africa. Internet sites also provide education and volunteer opportunities for customers wanting to be more involved, link blogs by youth to customers, allow customers to donate directly, and have feature stories about youth homelessness. All of these different options are linked by the goal of empowering young customers to help their peers. For more information please visit the CSR press releases at: http://www.csrwire.com/PressRelease.php?id=5852 Virgin Unite homepage: www.virginunite.org Virgin Mobile USA homepage: www.virginmobileusa.com (can click on RE*Generation) YouthNoise: www.youthnoise.com/virginmobileusa StandUp For Kids: www.standupforkids.org