MTV's New Crusade: Helping Students Battle College Debt With A Facebook App

To combat the staggering growth of college debt, MTV has launched a Facebook-powered campaign centered on college affordability. The star of the campaign is My College Dollars, a Facebook financial affordability app for the college-curious and those at risk of dropping out. In addition to hosting star-studded videos and basic application information, the app automatically alerts users to eligible scholarships based on their Facebook profile data.

The Facebook app is part of MTV's belief that social good is also good business; many of MTV's most popular programs also have a meaningful message. "We could choose to purely be all entertainment," Jason Rzepka, MTV's vice president of public affairs told Fast Company. Yet, "we know that there are a lot of major issues that are really salient in their lives. If we can take the next step and connect with them on those issues and support them in those challenges, we're going to be a much more meaningful brand."