We are asking moms and other concerned Canadians to send a message to our political leaders now, demanding they protect our children’s future from global warming.  Why now? You may have read or heard about a crucial international climate change meeting in Copenhagen in December. All the world’s leaders will be there.

We need to make sure that Stephen Harper and his government remember who they are representing in Copenhagen – our kids.

The folks behind this initiative have created a clever, targeted and integrated campaign. I find the messaging fascinating because it takes an age-old environmental tactic (“think about the kids”) and gives it a visual twist with hundreds of images of children submitted by their parents. Also, the de-facto market/demographic segmentation inherent throughout is counter to type for environmental organizations, many have a tendency to target campaigns at “everyone” instead of declaring a primary audience. This campaign is squarely aimed at parents. And, more specifically – mothers.

The television ad is clever, polished and highly watchable. Produced by zig (a Toronto based ad agency) for free the ad will run on Canadian television in the run up to Copenhagen. However, I think the created of another wholly new climate oriented “micro-site” was an unfortunate choice. Social Media Group’s Maggie Fox wrote about this tactic yesterday in a post bluntly titled: Building Channel, or Why Microsites are a Bad Idea.

What’s your verdict? Like the campaign? Comment below.

(h/t Jennifer Hollett on Twitter & Grounded TV)

Presentation Zen, a must read blog for people who speak in public, picked up on the New Urbanism video as well and hones in on exactly how you would incorporate these types of videos into a public presentation.

In his post Garr Reynolds, a self-described “former Apple employee…jazz musician, branding enthusiast, communications specialist, and design evangelist currently working in Japan” gives a great visual explanation of how you could present using these techniques.

As he writes in his post “Making an impact with text & images”

“The point is not to suggest that you create and use visuals exactly like the video example above in your live talks, but perhaps this example will spark your imagination as you continue to think about ways to present differently and more visually.”

Photo Credit

There is nothing worse for your eco-karma than green-washing.  When companies advertise a so-called “sustainable product” or green event; some claim it’s “zero carbon”; but most just simply label it with the ubiquitous “green” tag.  Here is a tip:  if they just handed you a non-biodigratbable plastic anything then chances are the environment isn’t really their first priority.  My bottom line: if an event is going to be labeled “eco”, “green” or “sustainable” – it must take every single opportunity to lessen the ecological footprint.  This isn’t to say don’t take small steps or start incorporating green ideas and sustainable choices into your office, home and events: just don’t fall victim to green-washing.

Here are some real ways to make sustainable choices:

1. Use a top-to-bottom approach of evaluating an event or product.  Make a clear list of the largest energy consuming aspects (lighting, heat, air travel, ground transportation, materials productions, etc…). Ask the question: how can I reduce the energy needs for this event? Larger events will need the assistance of a professional evaluator.
2. Engage your community; ask them how your organization could reduce energy use and hunt down suggestions on how you can be greener.  Would your membership accept a newsletter via PDF? No? OK, how about reducing the number on in-person board meetings to one a year (and the hold the others via video/teleconference)?
3. Hire a firm like GreenShift to evaluate and help replace all environmentally unfriendly products . Great for plates, cutlery, napkins and a bunch of great advice and counsel.
4. Buy carbon offset credits
5. Hold the event online – can the seminar be a webinar?  Can a full AGM be held reliably online?

What do you think?  Let me know in the comments.

Photo credit for green washing machine here and lettuce here.