Media goes green on-air and print for World Environment Day

by EVENTFAQS Bureau | Corporate/Brand Marketing | June 9, 2011 | News

India hosted the annual World Environment Day for the first time on June 5 and a number of media companies initiated various activities to express their support for the cause. Radio station 94.3 Radio One and television channel NDTV took to the airwaves to create environmental awareness, while Zee Café encouraged coffee lovers to take a Green Turn on their way to the nearest Barista coffee shop. Meanwhile, the white and black, The Times of India, and the pink paper, The Economic Times turned green.


NDTV, in partnership with Toyota, conducted its third annual Greenathon, a 24 hour live telethon for the environment simulcast across the NDTV network. The nationwide campaign, which was launched in April 2008, is a fund-raising event that brings in people to donate money to support TERI's initiative of ‘Lighting a Billion Lives', which aims to provide solar power to villages without electricity.


Greenathon III witnessed celebrities from Bollywood extending their support to the cause and engaging NDTV viewers with talks and performances. The campaign also saw Bollywood actor and model Milind Soman running for the cause from Ahmedabad to Mumbai.


94.3 Radio One partnered with NDTV's Greenathon initiative to execute ‘94.3 Radio One NDTV Environment Day Special PYMD', a unique programming mix dedicated to the environment cause. The programme was executed under the umbrella of 94.3 Radio One's exclusive property, ‘Play Your Music Day', which allows listeners to host a one hour show on Radio One.


‘94.3 Radio One NDTV Environment Day Special PYMD' played throughout the day on June 5 on all Radio One stations. 94.3 Radio One individually hosted one hour environment special shows with prominent NDTV anchors, and launched special ‘Green Anthems' for the Greenathon. NDTV jointly promoted the ‘94.3 Radio One NDTV Environment Day Special PYMD' on the Greenathon website and also on all NDTV channels.


While NDTV and 94.3 Radio One were promoting greenery on the airwaves, Zee Café took a different turn on its road to doing the same. The English entertainment channel launched its initiative ‘Green Turn' in Mumbai, Delhi, Bengaluru and Pune, in association with Barista. The initiative involved Barista customers taking a green pledge and adopting saplings.


Promotional activities for the campaign began on May 30 and involved a plantation drive. Promos were aired on Zee channels and on-ground activities were also undertaken. Barista coffee shops across the four cities had posters and banners to promote the initiative and Green Turn branded postcards were also given away.


On paper, The Times of India and The Economic Times turned green, not with envy but with care for the environment. The newspapers were published on 100 per cent green recycled paper and featured special editorials and features around the environment. The green edition coincided with the launch of Garnier and The Times of India's ‘Take Care Take Charge' (TCTC) initiative which aims to instill a sense of responsibility in the youth of the country in order to maintain, nurture and contribute toward a greener environment. This 50-day campaign makes an appeal to the youth of India to present their ideas on sustainable solutions for the environment under five categories.


Ten ideas will be short listed and one winner will be selected in each city. The short listed regional winners will present their ideas to a national panel and the ideas will be published in The Times of India. The winning idea will be supported by the National Innovation Foundation and will be considered for implementation. The final winner will have the opportunity to present the idea at the prestigious United Nation's Environment Program's TUNZA Asia Pacific Youth Conference.


The campaign will culminate on July 24, India's first TCTC Day where individuals, corporate and NGOs will come together to take charge and undertake environment friendly activities. The campaign was conceptualized and managed by Times Red Cell.


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