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Posts Tagged ‘global warming’

“Melting Men” Word of Mouth Marketing Art Exhibit Draws Attention to Climate Change

Is it an artful statement or a brilliant word of mouth marketing stunt?

© Reuters

Temperatures in Berlin today were around 73 degrees Fahrenheit (23 Celsius), as 1,000 human ice sculptures melted away on the steps of the central Gendarmenmarkt square. The World Wildlife Fund commissioned the “Melting Men” installation to draw attention to global warming and the melting ice caps in Greenland and Antartica.

article-0-06437007000005DC-87_964x718Created by Braziilian artist Nele Azevedo, who originally conjured up the active exhibit as a critical view of official historical monuments, the “Melting Men” attraction has been adopted by environmentalists and staged around the world as climate change art.

You can see a short YouTube video here. Reuters disabled the embed.

Personally, I think it’s great green word of mouth marketing; an experiential exhibit on sustainability that allows everyone to participate.

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Putting Faith in Carbon Offsetting is a Bit Like Grabbing an Electric Fence

Photo by Obskura

Photo by Obskura

Ever since we announced our agency was working toward becoming carbon-neutral, we’ve received both cheers and jeers. Some call us “forward thinking.” Others call us “ignorant” for taking part in the carbon credit “racket.” Which, of course, reminds me of a story.

Our son Caedon, (he’s not ignorant), who turned 16 yesterday, has always been headstrong. He learns by doing, like grabbing an electric fence to see what happens.  The conversation went something like this when he was five-ish:

Caed: Dad, what’s that?

Me: It’s an electric fence.

Caed: What’s it do?

Me: It shocks the cattle to keep them from running through grandpa’s fence.

Caed: What would happen if I touch it?

Me: It would shock you.

Caed: (Starting to extending his right hand toward the fence) You mean, if I touch it I will get shocked just like the cows?

Me: Yup.

Caed: (Pointer finger now outstretched heading for the fence as if it’s under the spell of the Death Star’s tracker beam)  So…if I touch it I’m going to get…

BZZZZZZZZZZZZZZZZZZ!

He pulled away with a jolt, and his eyes appeared up at me in amazement as if they were saying, “Cool, now I know what a cow feels like trying to escape.”

I suppose our boy Caed is an awful lot like me. I need to experience things to really understand them. We’ve been working to make our agency more sustainable for the past 18 months, and by sustainable I mean socially, economically, culturally and environmentally. The list of how we’ve stepped up our environmental effort is below.

How We’re Learning About Carbon Credits and Offsetting

It’s a learning experience. That’s why we decided to work with EcoAid to help us calculate our carbon emissions and purchase carbon credit offsets to do our part. Is it a scam? We’ll find out, but I don’t think so.

In a May 30 article, “Carbon Offsets: A Small Price to Pay for Efficiency,” The New York Times wrote:

“Dozens of companies, nonprofit and for-profit, sell carbon offsets, and some critics question how their work can be verified. But with various certification programs now in place — including the Gold Standard and Green-e Climate, to name two — there is no reason that fraud should be harder to curb in carbon-offset markets than in other domains.”

EcoAid is a member of Voluntary Carbon Standard, which, according to the organization’s site, “…provides a robust, new global standard and program for approval of credible voluntary offsets.” As for the Chicago Climate Exchange, where our carbon credits are purchased, here are the groups that verify their programs.

By being willing to grab the electric fence and actively participate”first hand” in carbon offsetting, we’re doing our due diligence the best way we know how. By DOING. And I promise to keep you posted every step of the way. That way you can determine if this approach is right for you, and perhaps more importantly, is it going to work for commerce and ecology.

So far we haven’t been shocked.

Here are the other efforts we’ve undertaken to reduce our cost of consumption.

Recycling Program

We host a Goodwill donations bin in our parking lot to help recycle items and put people back to work through their programs.

We host a Goodwill donations bin in our parking lot to make it convenient for our neighbors to recycle items and help put people back to work through Goodwill programs.

  • Recycling bins in every office
  • Two large recycling bins located in courtyard
  • Recycling of: aluminum, plastics, paper, cardboard boxes, copy paper, letterhead, computer printout, colored papers (pastels, carbonlese, Golden Rod), envelopes (white/pastel plastic windows, no adhesives), coated papers (fax, brochures, advertising, direct mailings, file Folders (manila or pastel only NO LABELS), cardboard boxes, plastic bottles, aluminum cans
  • Goodwill donations bin on our property

Repurposed Furniture

Rather than buying new, we refurbished old flourescent lights with new energy-efficient balasts.

Rather than buying new, we refurbished old flourescent lights with new energy-efficient balasts.

  • Feature repurposed old furniture throughout office
  • Lighting fixtures
  • Filing cabinets

Copy Paper

  • Beginning Sept we will be purchasing copy paper that is 33% post consumer waste
  • Printing program, printing on both sides of paper, continually reducing our paper waste, only print what you need
  • Production/Status reports are all electronic

Toners/Ink Cartridges

  • Recycling of all HP laser cartridges
  • Epson Ink cartridges
  • Purchasing remanufactured B/W laser cartridges
  • XEROX new brand, 27% overall savings

Sustainable Cafe

  • Energy efficient microwave
  • Energy efficient dishwasher

Water Conservation

  • Run the national Water – Use It Wisely Campaign
  • Water filtration system
  • Water cooler system via filtration

Opted Out of Junk Mail

  • Direct mail
  • Catalogs
  • Phone books
  • Newspapers

We’re meeting this afternoon with a group to do an energy audit on our building. We’ll also be hosting SolarCity to determine the viability of adding solar to our 10,700 square foot building. We’ll keep you posted.

Thinking back on Caed and the electric fence: I’m glad he didn’t ask what would happen if he peed on it. You don’t want to know.

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How We’ve Become One of North America’s First Carbon-Neutral Ad Agencies in 5 Easy Steps

Park&Co in Phoenix, Az, is one of the first carbon-neutral ad agencies in North America.

Park&Co in Phoenix, Az, is one of the first carbon-neutral ad agencies in North America.

As a sustainable green marketing firm, it’s only natural that we’d be a carbon-neutral operation too (pun intended). And it’s much easier than you might think.

I look at it like a voluntary tax, in some respects. I figure we can’t help but spew out carbon through our daily activities. So why not start an offset program ourselves?  This way we can do our small part to help curb our impact on global warming.

Then I read about EcoAid, a carbon offset consultant and broker, joining Valley Forward here in Phoenix, and I dropped them a line to ask for help.

It’s a learning process, and we’re approaching our carbon neutrality through a number of steps starting at 50,000 feet.

  1. Picture 1 EcoAid has calculated our initial carbon footprint that is created by our 10,700-square-foot building in Phoenix. This number is based on an EPA average for buildings of our size in our desert climate.  We have purchased $1,052 in carbon credits for a Michigan reforestation project. Ideally, we’re looking for something a little closer to home; like renewable solar energy in the desert, wind farms closer to the coast, or even reforestation in the Pacific Northwest (the forests of my youth). But Michigan will do for now.
  2. Next, EcoAid is performing a Carbon Management Plan for our entire agency. This plan reviews numerous sustainability practices, including our travel and telecommuting, paper and printer use, number of computers, lighting, AC settings, etc., creating an even more exact carbon footprint for our green marketing firm.
  3. Step three examines the carbon created through our film and video production services. Since we hire large shoot crews outside of our office, and often find ourselves on location, we need to account for the carbon created through these productions in addition to our day-to-day agency operations. We will pay for these carbon offsets out of our own pocket, and we always invite vendors and clients to participate if they like, but it certainly is not mandatory.
  4. The fourth step is a complete energy audit of our facility to determine how we can make the agency more energy efficient.
  5. Step five is working with Solar City and other solar providers in Arizona to bring solar to our building and agency.

Each of these projects are underway. It’s important to note that making your office more sustainable doesn’t happen over night. It’s a process. An inspiration to get our process rolling is Deborah Fleischer of Green Impact.  I wrote a post about her approach to activating a sustainability project in your office a while back: “How to Get Your Sustainability Project Rolling.” The post offers a few of her insights and a handful of books she recommends.

I will continue to share with you what we learn about becoming and maintaining a carbon-neutral ad agency. Please let me know if you have any questions along the way, and I will do my best, with EcoAid’s help, to answer them.

Tomorrow, Brendan Cook from EcoAid writes a guest post about clearing the air on carbon offsetting and carbon credits (Can’t help myself). Do you have a question for Brendan or me? Please ask in the comment section below.

    The Summit Building courtyard at Park&Co. Click photo for Google map of location.

The Summit Building courtyard at Park&Co. Click photo for Google map of location.

BTW, we have 1,500 square feet now available in our beautiful little building at 44th street and Indian School road, in case you know of anyone looking for a fun, creative campus atmosphere.

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Did Greenpeace’s Environmental Marketing on Mt. Rushmore Work, Or Did It Fall On Its Face?

rushmore

Believe me, I’m a sucker for good old fashioned stunt marketing. So it’s no wonder that Greenpeace caught my attention on Wednesday. They draped a 2,300 sq. ft. banner down the side of Lincoln’s noggin on Mount Rushmore. According to the proudly arrested Matt Leonard on his blog, they…

“…hung this banner on the opening day of the G8 meetings in Italy, and while the Senate looks to debate the Waxman-Markey bill - the first piece of comprehensive climate legislation in the US (and industry and many Democrats have rendered the bill more harmful than helpful).”

CNN captured the stunt as it happened and interviewed park-goers to get their reaction. Judging by the anger, makes you wonder if Greenpeace’s ambitious bit of environmental marketing actually generated positive sentiment to their cause and global warming?

One thing’s for sure, they could’ve used better creative direction to make the banner  resonate more with the commoner. Perhaps a thought bubble above Lincoln that said, “Is it hot out here, or is it just me?” Now that’s the kind of stuff the National park visitor can appreciate, and it would’ve gotten a few chuckles from the parking lot.

What do you think? Does this make Greenpeace look silly, radical, relevant, important, thought provoking, what…?

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A Little Girl Asks, “What Are We Thinking?” In Powerful Global Warming Video

Produced by The Big Ask, this is one of the most powerful videos on global warming I’ve seen.  Not only is the production value incredible, the use of the girl narrator should make all adults think a little harder about what we’re doing to our planet…”Their” planet, really.  At least I hope it will.

The Big Ask

The Big Ask campaign brings together people from 18 countries, all with the same big ask -That their governments commit to reduce carbon emissions, year on year. Every year.

These cuts should be equal to a 40% reduction of emissions within Europe by 2020 and 100% by 2050. Binding targets will encourage fair and effective climate solutions that will help us all – individuals, business and communities – to cut our carbon footprint.

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