By Debbie Levin
Ok, it's our time… again. This has happened before.
Everyone is thinking “green.” We've had a record-breaking
summer of heat, gas prices are through the roof, organic is the
“new” buzz word in every market across the world and
alternative fuel is common lunchtime banter. We have lived
through this before. Then, things get a little better. The
season changes and the heat fades, gas prices dip, school
starts, the holidays approach and
daily problems take precedence.
Our passions fade.
Right now, green is cool. So cool in fact, that being environmentally “reckless” is decidedly uncool! And the beauty of this trend is that it's crossing generation lines. Younger celebrities are encouraging their fans to “go hybrid” with the same passion that their older counterparts are role modeling for theirs.
When there are two mainstream feature length documentary films in theatres at the same time, you know people are interested. Our wonderful friend, Al Gore, has taken the collective movie going public by the shoulders and jolted them to attention. Dean Devlin has pointed his spotlight on the electric car debate. I've gotten more calls from my children's “twenty-something” friends desperate to ask how they can “DO SOMETHING.” They get it. They want to make a difference in what their future looks like. This is a serious change from several years ago when we (along with all of the other environmental organizations) were screaming about all these same issues to much “deafer” ears.
MTV has a series called Break the Addiction about not only our addiction to oil, but lifestyle changes in general. HBO has aired several environmentally based specials. Our EMA Award nominees this year, in general, are more plentiful and more impassioned.
What we can't do is slide. We can't take for granted all of this attention. Sadly, we're living in very dangerous times. The future of our planet could very well slip on the popularity chart if other issues take the limelight.
What we need to do is create a concrete change in lifestyle habits NOW when people are listening. The very personal power that we at EMA have been promoting is essential to creating a lasting change in how we live our lives. Frankly, I could NEVER drive a “regular” car again after driving electric and hybrids for over six years. I recycle in my sleep! Leaving lights or air conditioning on is tantamount to leaving my front door unlocked and wide open! I recently saw a pest control company leaving a neighbor's home and I was suddenly struck with fear of inhaling pesticides! Clearly we can't control the behavior of others, but we can give people the facts to change for themselves.
The basic mission that EMA was founded upon in 1989 (another “hot year” for green) was that integrating environmental messages into entertainment can and will effect lifestyle changes and it is more relevant than ever. It's our responsibility to take the opportunities to incorporate logical behaviors in all of our series and films. Just as a set is dressed to approximate “normal life” so should the elements of a “greener lifestyle” be on display. If all filmmakers would really listen and create product with the green elements that many of us demand in our personal lives, then perhaps the environment will be “trend-proof.”
We can't allow this enthusiasm to fade… again. The passion and new understanding of re-working our choices need to transcend popularity and move to a permanent place in our consciousness. We don't want the environment to be the “flavor of the month.” Our goal, with the help of the media, is that this will be the last time it's “hot” and instead forever be a integral part of our lives.
Copyright © 2006 Environmental Media Association
|
||||
