A Reason to Root for New Jersey

If you've followed this blog at all, you know how I go on and on about how important collaboration is when telling your sustainability story. It forces a brand to think carefully about the company it keeps and reminds us all that we no longer can afford to think (or do) in isolation. I have highlighted some of our favorite initiatives, brands and partners here on this blog, including the Philadelphia Eagles' first-ever greening of a sports franchise. So I thought it was time to check in on the New Jersey Nets' efforts as the first NBA team to "go green" (don't tell the Boston Celtics). I was thrilled to see things catching on:

http://www.multichannel.com/article/CA6624383.html

Sports teams are huge environmental impactors. Think about the jets flying the teams around the country, the fans driving to the games, the electricity to power the huge stadiums and arenas, the plastic bottles thrown out (or in Philly's case, occasionally at the players). So it's good to see the Nets doing its part. And good to see them collaborate with some credible partners: Planet Green, National Grid, Carbon Neutral, GOOD Magazine.

The netsgogreen.com website was launched earlier this year and has some interesting facts, figures and "how to" tips for fans (although tips on a better free throw might be more appropriate and helpful). It also outlines the carbon credit programs it has supported to offset its carbon load. What I don't see are updated reports on what and how they are doing to reduce their carbon load. Now that would be real NBA leadership.

The outcome is sure to be, ahem, a slam dunk for all involved and will hopefully lead to more teams and leagues taking a hard look at their entire operations.

Greensburg

Do yourself a favor this Sunday and check out Planet Green's top TV series,“Greensburg.” It's a story we are very passionate about. A story about resilience, about community and about hope. It's the story of the small, rural town of Greensburg, Kansas, completely destroyed by the largest-ever tornado in the U.S. And of the townspeople who decided to rebuild not as it was, but as it should be. The new Greensburg will be the first LEED-certified city in the U.S.

The Greenery has a stake in this. We are committing our time and effort to help Greensburg market the value of its story—to bring in new industry and serve as a model community.

We also are joined by some of our clients, like DuPont, which is supplying the green building materials to help bring Greensburg back to life. In a media program as innovative as DuPont science, advertising, entertainment and corporate responsibility all come together in perfect harmony. Greensburg gets the help it needs. DuPont gets to showcase how "Open Science" can address some of the world's biggest problems. Everybody wins.

You've heard us talk about the power of collaboration. Here's what happens when it's put in practice. Collaboration between Ogilvy, Planet Green and documentary producer Pilgrim Films, made the marketing opportunity a reality. Collaboration between Greensburg and companies like DuPont, make dreams a reality.

So check it out. Help if you can. And let people know that with vision and collaboration, addressing issues like climate change and energy dependency are only a matter of will.