'Giving Consumers the Environmental Edge'
Author: Lucy Band
The first Environmental Edge advertisement, featuring the Wood Naturally Better initiative, will commence screening nationally on Sunday 5 June across free to air channels and Foxtel. It is presented by Peter Maddison, architect and host of Grand Designs Australia and explains that wood stores carbon and that by choosing sustainably managed wood you help to fight climate change.
"As an architect, I care about the relationship between people and place. So naturally I care about the place where we all live and the choices we make to enhance our lives and care for the planet. Environmental Edge gives us the information we need to make better choices," says Peter Maddison.
Planet Ark is a not-for-profit environmental foundation that has become a trusted environmental voice for mainstream Australians. In annual independent research conducted by Mobium, Planet Ark has been identified for the past four years as one of the top five businesses or organisations that work in a sustainable and/or ethical manner. According to the same research, it enjoys brand awareness of 82%.
Planet Ark CEO, Paul Klymenko says "We're excited to launch Environmental Edge to marketers. Our service takes the hard work out of verifying the environmental claims of the featured products and services, checking them for truth, accuracy and ultimately ensuring it is an environmental improvement on alternatives."
The Environmental Edge service includes development of scripts, sourcing talent and managing all aspects of production as well as providing supporting material for each advertisement on the website. It aims to combine cost-effectiveness and high production values with the advantage of association with the trusted Planet Ark brand.
- Mobium Group - Living LOHAS 4 – Green Market State of Play 2011