CBC goes ‘green’

November 1, 2008 by Marija Djukic

Hoping to encourage Canadians to think and act green, CBC and its late-night talk show The Hour teamed up with Toronto-based Internet solutions provider Cisco Systems Canada to launch a national environmental movement, One Million Acts of Green (OMAoG).

OMAoG calls on Canadians to commit eco-friendly acts such as recycling cell phones or building a green roof. They can then be entered on OMAoG’s site to see an immediate impact using GreenNexxus’ green calculator.

Willa Black, VP corporate marketing at Cisco, came up with the concept to better drive Cisco’s Human Network Effect marketing campaign globally. ‘The challenge in Canada was to bring the campaign to life with a clear example of how people can use the network as a platform for positive change,’ she says.

The Hour is also encouraging other CBC programs to ‘go green.’ Programs on board include CBC News, Steven & Chris and CBC Sports.

Advertising to promote the green movement includes 15-second TV teaser ads, while 15- and 30-second spots featuring celebrities and green experts are in the works.

OMAoG’s partners include the Clean Air Foundation, David Suzuki Foundation, Earth Day Canada, Evergreen and Green Street. The movement will run until the goal of one million acts has been hit. www.onemillionactsofgreen.com