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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Branding for Marketing Impact

Oscar Event Goes Green

In case you missed the Oscars this year...there were several items of green interest...

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In case you missed the Oscars this year...there were several items of interest...and it's all about the EXPERIENCE!

Leo DiCaprio and Al Gore announce that the Oscar event went green: view it on YouTube.com

"For the first time in the history of the Oscars, environmentally intelligent practices have been thoughtfully integrated into the planning of tonight's event to make our world healthier and help combat the threat of global warming," DiCaprio announced, and you can visit www.oscar.com to learn about greening an event.

The NRDC helped the ceremony’s producers offset carbon emissions, use recycled paper, reduce waste, and save energy. The Los Angeles Department of Water and Power conducted an energy audit on the Kodak Theater to advise them on how to cut energy use. Ballots were cast on recycled paper, and organic and environmentally-friendly food was served at the Governor’s Ball. Some of the stars arrived in hybrid and electric vehicles.

According to Gore, the efforts made by the Academy helped make the point that the climate change crisis is "not a political issue, it's a moral issue." Activists hope that the Academy will continue to develop its green initiatives and that movie stars will do their part to communicate the message.

This innovative greening project, which will be further enhanced at Oscar events in years to come, targeted ecologically significant impacts, including global warming pollution and energy use, paper products, set design, transportation, and food service.

According to the NRDC, results included:

  • Energy audit of Kodak Theatre; efficiency plan and recommendations.
  • Renewable energy credits were purchased from Bonneville Environmental Foundation to offset carbon emissions from pre-show, red-carpet event, Oscar telecast, and Governor's Ball.
  • Use of ecologically superior paper for telecast and non-telecast event materials such as nomination ballots, envelopes, press materials, programs, invitations, and certificates.
  • Hybrid vehicle transportation provided for presenters and staff.
  • Comprehensive recycling system instituted for event waste.
  • Crew meals and craft services included reusable service materials and accessories, post-consumer tissue products, and biodegradable dishware.
  • Governors' Ball menu featured organic and environmentally-friendly food, including seafood, dairy, produce, and even the large chocolate Oscar.
  • Left-over Governor's Ball food donated to Angel Harvest.

The NRDC reported that collectively, these impacts enable selected events of the Academy Awards to be "carbon neutral," an environmental designation which means the event has reduced or prevented the accumulation of global warming gases in the atmosphere to make up for the gases that it has inadvertently emitted. Carbon neutral status is achieved by increasing the availability of renewable energy, supporting energy-efficiency improvements by industry or capturing and sequestering emissions.

This landmark "greening" initiative has yielded immediate measurable benefits. Greenhouse gas offsets equivalent to 178 MW-hours of electricity were purchased, and the Hollywood & Highland complex, where the Academy Awards are presented, hired a new waste disposal company to implement a comprehensive recycling program that accurately and efficiently captures all recyclables.

As you probably noticed, the quality of the event did not suffer because it was produced in a more thoughtful way. It looked the same. It sounded the same. The people's spirits were just as joyful. The result is that the people and the planet are just a little bit better off because of this conscientious effort. We can also provide green solutions with our own events...large and small.

And EXPERIENCE fun and satisfaction in the process! Experience is branding!



Edited by Carolyn Allen, owner/editor of California Green Solutions
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