Vancouver-based new media consultant FanTrust Entertainment Strategies on Wednesday launched a digital video campaign for United Way.

As nextMEDIA wrapped its two-day conference in Toronto, FanTrust president Catherine Warren said the nationwide campaign is aimed at helping the fund-raising giant move beyond the mainstream media by producing video content for social networking sites.

The video shorts, produced by Publicis Toronto and featuring at-risk youth, the homeless and other vulnerable groups, are meant to show online users how their donations can impact lives positively.

In other nextMEDIA news, commercial producer John Cherry is to develop a TV show based on the Internet personality Denton Rose, to be shot in Toronto.

Former Alliance Atlantis and Blueprint Entertainment executive Marla Ginsburg initially spotted Rose for possible TV and film work when he made a mark on the made-for-Internet reality show gofish.com that she produced for Landscape Entertainment.