Ecopreneurist

Advertising. It’s a part of the scenery, just about anywhere you go these days. Like it or lump it, it’s here to stay. But what if it could do something more, or different then sell you things, end of story? What if it educated about the environment, and eco friendly behaviors? What if it went further than that and 50% of proceeds from advertising went to local community greening efforts, the use of which was advised by diverse, knowledgeable green organizations?

It can, and it does, via EcoMedia. The NY based company originally started by an LA surfer turned environmentalist to protect local watersheds from pollution has now expanded to find ways to improve and protect the air, energy, and green space of places across the US. This happens via partnerships with CBS and Worldwide Pants.  Between the three of them, they cover national and local markets, online, and also produce original green oriented content such as the Daisy Fuentes hosted TV show The EcoZone Project.

It comes down to this -

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EcoMedia creates advertising that focuses on community outreach and education to inspire different choices in people. Half the proceeds goes to local communities. Then organizations like the US Green Building Council (those behind the LEED building standard) the Waterkeeper Alliance, and NOAA (an ocean and atmosphere focused group) advise on how best to use those funds.

This helps fill the gap between community’s desire, government mandates, and the often lacking funding for such measures.

This is also extending into their upcoming Green Schools initiative this October, where schools in San Francisco, Miami, and Chicago will write in why they should be greened, and it will happen. But it will not happen haphazardly, for mere sexy publicity. It will be done based on the UGBC’s school centered LEED building and Energy Star standards. It will be both practically beneficial to the particular location and aimed to inspire students there with what’s possible, there and in their own lives.

So what does green media look like?

One of their most visible aspects is the kiosks they place in high traffic locations. There, people can learn about and get coupons for environmentally friendly products, sent to their cell phones to avoid paper usage. The actual kiosks themselves use LED lighting and recycled paper signage, among other sustainable considerations.

EcoZone was also recently at the Outside Lands music festival, partnering with local utility PG&E and Arrowhead water to bring people things like an interactive carbon footprint calculator, in a wind turbine powered tent, making going green tangible and relevant to people’s daily lives in a dramatic fashion.

Billboards make up a large part of EcoZone’s advertising, and there too, they make sure to use the most sustainable options available. Ecozone is a carbon neutral company, including it’s TV productions.

While it’s not feasible for all advertising to have an environmentally influential message, $300 billion is spent on it a year in the US, and Ecozone has found a way for a small and increasing portion of that to expand the conversation from beyond commerce to conservation, quality of life improvement, and a healthier environment.

Readers: What are some other examples of commerce being diverted to affect positive societal benefits?

More reading on green marketing:

The New Paradigm For Green Marketing - Making Green Things Seem Normal : Ecopreneurist

How to Avoid Green Fatigue - What Ecopreneurs Need to Know : Ecopreneurist

How to Make a Green Pitch Without Greenwashing : Ecopreneurist

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