The moving image is highly effective in communication because it can make information easier to consume. Film and television reflect a great deal of culture and society, but also largely contribute to their shape-shifting. Recently, we mentioned how TV is starting to include more and more eco-conscious programming. However, there are other ways the messages are being incorporated onscreen.
If you ever see a recycle bin or a character drive a hybrid on a TV show or movie, there's a good chance the Environmental Media Association is behind it. Need a little more weight in media coverage to save the breeding ground of Pacific Gray Whales or to put more pressure on air quality standards? Maybe the support of Pierce "007" Brosnan, Seinfeld's Julia Louis-Dreyfus, Ed Norton or Daryl Hannah just might do the trick. The EMA can help make that happen.
Celeb visibility is high. That's why companies pay a lot of money for them to endorse products. For the same reason, the Environmental Media Association aligns eco-advocating celebrities to corresponding causes and organizations. But they also weave their messages through the entertainment industry in other ways, from creating a list of green standards for production offices and sets as well as TV characters to staging "media stunts" like setting up a fake funeral procession on an LA freeway during rush hour. They even host an annual awards ceremony. By harnessing the influential power of celebrity and the creative force of entertainment, EMA works for the good to help bring environmental awareness into action and to the forefront.
[by Karla Calderon]