Much of today’s messaging about the environment, green initiatives and ways for the public to make a difference physically and fiscally are centered around media and advertising. To wit—even amid the deepening recession, one market has seemed to defy the economic downturn: green and environmentally-friendly product launches. Sadly, however, a large and growing subset of the eco-conscious creative collective is enveloped in hyperbole and hubris, a term the industry has labeled “greenwashing” that we will discuss in much greater detail in another article. It was natural then, that as part of our Earth Week coverage, ScriptPhD.com undertook green advertising as part of our continuing “Selling Science Smartly” series. Here, we profile a case study of several impressive (and effective) campaigns by the West Coast-based RIESTER, including work on recycling, clean air, and the first fully-integrated municipal sustainability campaign in the US. We also had an opportunity to speak with RIESTER’s executive team, who provided insights into their creative strategy, why green advertising is more challenging than ever before, the crucial importance that interactive played in their success, and why every agency should be blogging more.
Continue reading Selling Science Smartly: Green Advertising with RIESTER
On December 7th, a consortium of world leaders and delegates will converge in Copenhagen for the United Nations Climate Change Conference in the hopes of drafting a global climate agreement that both supplants the Kyoto Protocol (set to expire in 2012) and more accurately reflects evolving realities of a changing world, such as China overtaking the U.S. as the biggest emitter of CO2. As the clock ticks towards this important opportunity for action, environmental issues are taking center stage in several important events, none more important than today: Blog Action Day 2009. Over 10,000 blogs from 151 countries have pledged to write about the same issue, climate change, to spark discussion and effect social change. As part of our continuing “It’s Not Easy Being Green” coverage of the science and technology behind the environmental revolution, ScriptPhD.com is proud to be a part the largest-ever web-based activist gathering. We bring you the story of a Brazilian delegation that used grassroots mobility to successfully bring to the forefront and strategize mitigating deforestation of the Amazon and the story of a renegade photographer who uses pictures to give a voice to our endangered planet. Click “continue reading” for more.
Continue reading Blog Action Day: A Picture is Worth a Thousand Trees