Nineteen years. EMA has been working
with the entertainment industry to
message environmental content within TV,
film and music for nineteen years. For the
last five years, with the EMA Green Seal,
we've been greening behind the scenes
as well. There's been quite an evolution in
our world these 19 years. The environment
is now a very complicated
word.
It's no longer seen as
"fringe," no longer the domain
of the "nature lover." It's firmly
woven into everything we do
and purchase. Dare I say,
mainstream? Well, not quite,
but pretty close. Alternative fuel
vehicles are being integrated
into every automobile line. (Our
friends at Toyota, being the
leaders in their field are getting
ready to wow us with their next
generations in fuel efficiency.)
Cleaning products, food
companies, beauty care and on
and on are all advertising their
"organic" choices. All the more
reason that EMA needs to move
with the times and continue to evolve our
message and be the mouthpiece for our
industry.
2008 was a really interesting year. We were able to dig much deeper than ever before in our greening programs and strong advocacy for behavioral changes. We have expanded our EMA Executive Board of Directors to welcome Holistic and Eco Lifestyle Expert, Director of PureStyle Living, Founder of Pregnancy Awareness Month and Eco-Editor of Healing Lifestyles & Spas Magazine, my dear friend, Anna Getty. With her vast background in wellness and sustainability, Anna is of such value to our mission. Shaun Murphy, the TV presenter and documentary film producer who helped pioneer environmentally themed stories in the Australian media has joined our Board. A former TV host of the award winning Australian wildlife TV series Totally Wild Shaun, Shaun, in 1998, bet an energy company he could paddle 660 miles from Brisbane to Sydney in a kayak to raise funds for the World Wildlife Fund. Shaun introduced the world to a true 'TV eco roadtrip', with his quirky series COOLFUEL in 2005, where he and his crew traveled 16,000 miles around the USA without using a drop of gas. Cherie Simon has worked as a senior executive in a variety of fields, including philanthropy, politics, communications, broadcast news and the arts. She served as Executive Director of the Lear Family Foundation; President of both Declare Yourself (the national youth voter campaign) and the four-year Declaration of Independence nationwide tour. Cherie also directed the Lears' political activities and served as corporate communications liaison for Concord Music Group. Currently, Cherie is working as a strategic consultant to organizations and individuals in a variety of fields, including advocacy, philanthropy, arts and culture, media and communications. She has been and continues to be a tremendous asset to the EMA Board.
EMA established the EMA Green Seal in 2004 as an award that recognized and praised film and television productions incorporating green initiatives into their production practices. As environmental awareness has become more integrated into business, we have seized the opportunity to create a more robust Green Seal program. Through this program, EMA provides comprehensive information regarding reduction of waste, increased energy efficiency, promotion of sustainable consumption, as well as other steps in the greening process. EMA will also highlight the environmental benefits of such practices and provide relevant sourcing information to make the process as straightforward as possible. As the EMA Green Seal matures, EMA will continue its mandate of fostering environmental awareness within productions, as well as increasing both the quantity and quality of potential environmental practices. With our new division at EMA led by environmental attorney Taylor Grant, we're not only able to consult on individual productions, series and offices, but corporate work as well.
EMA's Green Seal seeks to recognize those productions that embody sustainable ideals. While our criteria for such recognition have become more focused and detailed, the underlying aims of the program, as well as the procedure for such recognition, will remain the same. The program will remain voluntary and in keeping with EMA's positive goals, only those productions seeking and applying for an EMA Green Seal will be recognized. We at EMA look forward to continuing to work with each studio in furthering the green message and providing any support and resources possible as each studio pursues its individual sustainability programs.
On the West Coast, the famed stainless steel Globe that has long welcomed guests to Universal Studios Hollywood was transformed into a living plant on November 5, 2007. The press conference kicked off a week-long series of events and an Eco-Fair as part of an ongoing Environmental Awareness Program. L.A. Mayor Antonio Villaraigosa, Frances Fisher and Debbie Levin presented the company with EMA's first Green Seal Award ever given to a theme park. Larry Kurzweil, President and COO of Universal Studios Hollywood said, "Environmental awareness has become a significant element of our company's culture. We've modified many of our daily practices and we are adopting new technologies that will allow us to deliver a world-class entertainment experience with a world-sustaining approach." Green Is Universal is a company-wide initiative to raise awareness among guests and employees, increase recycling ratios to reduce solid waste streams, switch to alternative fuels, conserve energy to reduce its carbon footprint, conserve water and adopt the principle of sustainability as a core business value. On the East Coast, Wendie Malick participated in a press conference at the Universal Orlando Resort. In a historic move for the theme park industry, the property unveiled a precedent- setting commitment to use alternative or "green" fuels in 100 percent of its service vehicles and mobile equipment. Universal Orlando Resort President and Chief Operating Officer Bill Davis announced the new fuels initiative in kicking off the Green Is Universal week in Florida. "We have switched to alternative fuel sources because it's the right thing to do for the environment." Green Is Universal is going into its second year with more green programming to come!
They're fabulous; they're comfy; they're stylish; they make a statement and of course they're totally organic ... the EMA tee shirt line! The launch party held at Milk in Los Angeles on February 13 and hosted by Anna Faris, was a major success thanks to over 150 friends and fans. We've all been talking about the benefits of organic products for a long time and it was wonderful to celebrate our own line of eco-friendly organic tees for men, women, children and babies designed by Alexx Jae. Special thanks to Bari Milken and Marni Flans for hosting the event at their upscale trendy 3rd Street Boutique. Alexx Jae's designs are creative, deliciously soft and amazingly silky with a natural stretch and beautiful fit. Our terrific friends at E! News covered the event. You can buy these fantastic garments with "an attitude" featuring EMA "tips" on our website
www.ema-online.org.
EMA was thrilled to host the premiere of Executive Board member Hart Bochner's latest film, Just Add Water, at the DGA on March 18. This was the FIRST independent release to feature the EMA Green Seal on credits and one sheets! The romantic comedy marks Bochner's third feature as a director and first as a writer/director. The film, shot entirely in the isolated town
of Trona, California, stars Danny DeVito, Dylan Walsh (Nip/Tuck), Justin Long (Live Free or Die Hard, Dodgeball), Jonah Hill (Superbad, Knocked Up) and Tracy Middendorf. In order to qualify for the EMA Green Seal, Hart and his production crew were very attentive to the need to reduce their carbon footprint. They did not use any rainforest lauan for set construction; they rented a major set piece that was later returned for reuse; they rented or borrowed set dressing; they shot the movie on location with existing structures; and they donated some props to the local community center. They also used and promoted hybrids (a Toyota Prius and Highlander) on and off screen; used ultra low sulfur diesel from Arco stations for production vehicles; and explored ways to use biodiesel for vehicles and generators. Not only was the film as eco-friendly as it could be, but the plot delivered an environmental message as well. (And was nominated for an EMA Award in the Feature Film category!)
EMA had been working in the same old (conventional) office space since 1995! So….when our lease was up, the hunt began to find the perfect space that we could build out "green." And we found it. Almost 20 years later, we're thrilled to be working in a showcase of sustainable design! Of course, sustainable design works to reduce consumption of nonrenewable resources, at the same time enhancing the health and comfort of those working and living within. And after just a few months in our new "home," the proof of just how comfortable and productive sustainable design can be is apparent. In building out our fantastic "green" office we used recycled insulation, NO VOC paint and beautiful bamboo floors. Energy star appliances were installed in the kitchen with a water filter to eliminate the need for plastic water bottles. CFL's were installed throughout, although with floor to ceiling windows anchoring two sides of the building and 6' walls separating each office within the open floor plan, the entire suite was designed to maximize natural light. In fact, electric lights are rarely used during the day. The half height walls also allow for better ventilation and greatly decrease the need for air conditioning.
When it came time to furnish the office, we were lucky enough to get a little help, (actually A LOT of help) from some very special companies and good friends. Corporate Board Member Office Depot donated our beautiful, certified Greenguard laminate desks and chairs made with 100% recycled fabric. All of our furniture, available through Office Depot's extensive Green catalogue, was made by GLOBAL. Long before governments issued regulations protecting the environment, GLOBAL was demonstrating a profound respect for the environment through a series of practical and innovative activities. From design, to product development, to manufacturing, they are focused on environmental performance. With a conference room large enough to seat 30 people, (yes, our Board meetings finally have a home!) we needed a very special table. And what arrived from amazing, EMA Corporate Advisory Board member Laura Brau and Coast EcoTimber exceeded any possible expectations: a 22 foot reclaimed salvaged beachcomb wood table recovered from the Fraser River. Surrounding this work of art that is our conference table are 24 chairs, donated by Office Depot that are Greenguard constructed with 100% recycled fabrics.
And, who better to help decorate EMA's office than the man responsible for providing green-building solutions and design alternatives that conserve energy and reduce environmental waste, from the HGTV series Carter Can … Carter Oosterhouse! Carter is one of America's most recognized lifestyle experts. As host of three home improvement shows and a frequent contributor for TODAY on NBC, Carter's unique skills and down-to-earth personality have given him widespread appeal to people hoping to improve their habitats, especially in an eco-friendly way. We can't thank Carter enough for contributing his remarkable talents and amazing sense of design to not only help create our clean, green look, but for securing much of it as donations! Because of his long-standing relationships, eco-fantastic companies including Anji Mountain Bamboo Rug, Co., Context Furniture, Environment Furniture, Greener Lifestyles, MetaForm Studio, re:modern, and Zola donated product to complete the EMA offices.
Daily Variety and PricewaterhouseCoopers hosted an intimate evening of thoughtful conversation about the changing face of entertainment and media, including the impact of current environmental issues facing Hollywood today. The event took place on April 14 at The Peninsula Beverly Hills. After a cocktail reception, guests sat down for a candid conversation about the state of the entertainment industry with Michael Lynton, Chairman & CEO, Sony Pictures Entertainment and Amy Pascal, Co-Chairman, Sony Pictures Entertainment, and host Peter Bart, Editor-in-Chief, Variety. After dinner, Debbie Levin moderated a lively panel discussion about the Greening of Hollywood and the Environment with Hart Bochner, EMA Board Member and Actor-Director- Writer-Activist; Fred Cohen, Principal, PricewaterhouseCoopers; Frances Fisher, EMA Board Member and Actor-Director-Activist; Gary Petersen, EMA Corporate Board Member and President and Founder of Environmental Problem Solving Enterprises; and Larry Winokur, EMA Board Member and Co-Founder and CEO, BWR.
EMA kicked off our new Cell Phone Recycling Campaign with a flourish by announcing it on, well, America's #1 morning show, The Today Show. On Monday, April 21, (the first day of Earth Week!), Debbie Levin stood in Rockefeller Center surrounded by Matt Lauer, Meredith Viera, Al Roker and hundreds of cell phones donated for recycling. Debbie explained on national television how it is illegal to throw away cell phones (and all e-waste), which contain toxic parts. EMA has come up with an easy way to recycle your phone while raising money for the environment. Go to www.ema-online.org and recycle your cell phones for free! Up to 5 pounds of them! Just print out a postage paid self-addressed label right from your printer and drop them in the mail. The phones will go to our program partner, Electronic Recyclers, who are donating a portion of the proceeds from the recycled phones to EMA to assist with all of our program work. We'd like to thank our wonderful friends at NBC Universal and especially EMA Board Member Lauren Zalaznick for giving EMA the opportunity to showcase our Cell Phone Recycling campaign in such a big way!
GUESS by Marciano, famous for its cutting edge fashion denim-wear, and a longtime supporter of EMA and environmental causes, launched an exciting new line of organic cotton fabric with a star-studded event at their Rodeo Drive store on April 24. Benefiting EMA, the night brought out many of EMA's friends and supporters for the introduction of GUESS GREEN. GUESS GREEN features 100% organic cotton fabric for men and 99% organic cotton/1% Lycra for women. The line includes jeans, tee-shirts and tank tops with 10% of the sales of the organic jeans benefiting EMA. "Not only is GUESS GREEN fashionable and environmentally friendly, but it also meets the needs of the ever-growing population of people who are making an effort to live a 'greener' lifestyle," states Paul Marciano, GUESS by Marciano's Chief Executive Officer and Co-Chairman of the Board. "In order to reduce our own carbon footprints while encouraging a more environmental responsibility throughout the industry, we are minimizing our own impact on the Earth while continuing to offer trend- setting styles." In celebration of Earth Day, GUESS and EMA teamed up for the launch event in Beverly Hills hosted by EMA Board member Amy Smart and Entourage and You Don't Mess with the Zohan star Emmanuelle Chriqui. Both Amy and Emmanuelle were decked out in GUESS GREEN and joined by other celebrity guests including Rosario Dawson, Bai Ling, Maria Conchita Alonso, Elsa Pataky and Paulo Constanzo.
Celebrities, industry insiders and party-goers alike found an oasis in New York City on May 13 during Upfront Week with the launch of the first gen e (generation environment) event from Women's Health, the women's lifestyle magazine published by Rodale, Inc. The "Down to Earth Party" drew a major crowd to celebrate Women's Health and EMA's campaign to promote a healthy planet as part of a healthy lifestyle. "Our partnership with EMA is a natural extension of our resolve to do what we can to protect the environment. Through our gen e events series, as well as a wealth of in-book and online content, we hope to show our readers how even small actions today can make a big difference tomorrow," said Mary Murcko, VP/Publisher of Women's Health. "Our readers know that to lead a healthy life, we need a healthy planet. Together, we have the ability to make a positive and lasting impact." Actress and environmentalist Chloë Sevigny hosted the night and joined Women's Health Editor-In-Chief Tina Johnson and Publisher Mary Murcko to greet the media and guests on the green carpet. Celebrities such as Zachary Levi and SuChin Pak shared their tips for making the world a healthier place.
Bringing his five-year, worldwide sailing expedition to the Aquarium of the Pacific in Long Beach, CA, Robert Swan's lecture series was hosted by BP Alternative Energy. The internationally renowned polar explorer and environmental advocate presented his Voyage for Cleaner Energy to the group with introductory remarks presented by EMA Board Member Hart Bochner. Guests also enjoyed a slide show presentation made by Robert from his expedition in Antartica. The 67-foot racing yacht '2041' departed San Francisco on April 8 and arrived in Long Beach on May 15. The sailboat serves as the project's floating goodwill ambassador as Robert and his crew journey to the U.S., Russia, Europe, China and India over the next five years, increasing awareness about environmental issues related to climate change and inspiring young people to lead the way in implementing practical, viable solutions.
Robert's latest voyage deals with real working examples of low carbon energy in action on board his sailboat. The voyage is an important demonstration in raising awareness that low carbon energy is both economically and technically feasible – and that as these clean energy technologies grow to scale, the energy they produce will become significant and highly competitive with other energies available in the marketplace. The '2041' has revolutionary sails made from recycled plastic bottles, solar panels, wind turbines and an engine that runs on bio-fuels. It is outfitted with dozens of eco-friendly features and carries green products and technology on board. The Voyage for Cleaner Energy spring lecture series featured Robert Swan at 22 universities and colleges up and down the west coast of the U.S. Robert Swan is the first person ever to walk to both poles and has recently returned from one month in Antarctica where he lived at his E-Base education station for two weeks powered only by renewable energy. Robert and his team also completed the sixth Inspire Antarctic Expedition with 80 people representing 20 nations.
The hard-charging, hard-partying, carbon-laden world of tour bus-living musicians doesn't exactly scream green! So, Planet Green challenged two icons to "go green." Battleground Earth pit hip hop superstar Chris "Ludacris" Bridges and rock god Tommy Lee to battle against the toxic forces destroying Mother Earth as they traveled across the country on a 10-episode tour. To guide them to their mission, the producers enlisted EMA Prez, Debbie Levin to give them a few tips. Along with Cedric the Entertainer, Debbie made sure the guys understood the power their message could bring to fans everywhere. (Quite a new outlet for Debbie!)
Longtime environmental activist and friend to EMA, Julia Louis-Dreyfus teamed up with us on a couple of great projects. From an appearance on The Tonight Show to recording PSAs, she dedicated her efforts to getting rid of plastic bags and spreading the message of the need to go green. Appearing on The Tonight Show with Jay Leno as part of NBC Universal's Earth Day efforts, Julia surprised Jay with reusable canvas bags filled with green items. She also helped support EMA's cell phone recycling campaign by talking about the ease of use to send in your old phones. But Julia wasn't done yet! She surprised Jay with a gift of his own Caroma dual flush toilet that will save him an average 5,000 gallons of water a year along with a supply of recycled toilet paper.
EMA teamed up with Heal the Bay and the California Integrated Waste Management Board to shoot a series of PSAs focusing on the environmental impact of plastic bags. Julia welcomed us to the set of The New Adventures of Old Christine to tape messages about the importance of replacing plastic bags with reusable ones. The spots highlight the need for legislation to end the use of plastic bags which pollute our oceans or end up in landfills. EMA will be placing the PSAs on television and radio throughout the year.
On October 6, Ed Begley Jr. and Debbie Levin hosted an intimate evening with 92 year old Martin Litton, the "father of Redwood National Park" and Carl Ross, founder and director of Save America's Forests. The evening explained how their recent work with Congress led to a current official investigation by the USDA Inspector General of the Giant Sequoia National Monument, based on charges of illegal logging documented by Save America's Forests. Carl also shared Save America's Forests' visionary plan to protect the largest collection of forests in the U.S., the 200 million acre national forest system, including most of our last remaining Ancient and roadless forests. This legislation has been supported by the world's leading scientists, including Jane Goodall and E.O. Wilson, and over 140 members of the United States House and Senate.
EMA partnered with Absolut on their Global Cooling environmental campaign to create one of a kind canvas reusable bags. Rosario Dawson and Zachary Levi each designed a bag based on their own personal style. Absolut distributed the bag in cities across the country, including New York, Austin, San Francisco and Chicago.
EMA and Women's Health brought their gen e event series to L.A. in the fall in a continuation of our fantastic, ongoing partnership. Held at the Sunset Tower Hotel, the Green for Good event was hosted by Chelsea Handler and Lake Bell. Packed with a who's who of Young Hollywood, the event continued to spread the word about the need for a healthy planet along with a healthy life.
As always, your support for EMA helps us continue our work putting the power of Hollywood to use on the broad spectrum of crucial environmental issues that we're encountering and effect positive change.
Copyright © 2007 Environmental Media Association
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