While many adults are worried about the world they will hand off to their children, the next generation already has grasped the implications of global warming—and is prepared to “Do Something” about it.
With a goal of 5 million active members under age 25 by 2015, New York City-based DoSomething.org is one of the largest organizations in the United States dedicated to teens and social change. The organization motivates kids to work on important issues through a variety of online promotions—including a recent YouTube public service announcement by actress and self-professed “green geek” Olivia Munn.
In addition, corporate and government sponsors support high school-level competitions, which offer scholarships, prizes—and the opportunity for teens to make themselves heard and get taken seriously.
Teens know how to spread news fast,” says Melanie Stevenson, director of Business Development at DoSomething.org. “The environment is consistently one of the top three causes teens care about, so why not tap into their gift for gab by encouraging teens to promote recycling and energy efficiency by sharing the projects they’re completing to improve their school and home?”
On Feb. 1, the organization launched its fifth annual Green Your School Challenge, a competition that will run through April 22. To participate, students select online from a number of environmental projects that can be conducted at school, and accomplish as many of their goals as possible during the allotted time. To date, the Green Your School Challenge has mobilized more than 350,000 teens to start recycling programs, save energy, and promote environmentalism. This year’s Green Your School Challenge participants will be judged by a “green panel” of celebrities and expert s, including Munn, for a chance to win “awesome prizes.”
To kick off this nationwide environmental movement, the Stamford, Connecticut-based beverage company,Nestlé Waters North America, partnered with DoSomething.org to create and implement the Don’t be Trashy–Recycle initiative, which promotes recycling by encouraging teens to generate buzz online and push each other to take action offline. Teens everywhere are sharing eye-opening recycling statistics through Facebook, in hopes of being randomly selected to receive one of 20 $500 college scholarships and 500 free movie tickets. Nestlé Waters also is supporting the Green Your School Challenge by providing a $5,000 grant to the school that makes the biggest strides in recycling.
The EPA’s Energy Star program is supporting the Green Your School Challenge by providing educational information on actions students can take at school and at home to make the biggest difference, particularly in saving energy and helping protect the climate. All groups who complete energy efficiency projects will be eligible to receive up to $5,000 in prizes and incentives from Do Something.
“We are very excited to partner with DoSomething.org on the ‘Don’t Be Trashy’ campaign,” said Christine Korduba, Nestlé Waters Communications. “Our company is always seeking ways to reduce our environmental footprint and create enthusiasm about recycling. DoSomething.org’s relationship with teens makes them the perfect partner; because young people can really change behaviors and recycling is an important way we can all make a difference.”
“Protecting the climate has never been more critical than right now, and getting involved in DoSomething.org’s Green Your School Challenge is an effective way to actively teach teens about environmental protection through energy efficiency,” said Ann Bailey, director, Energy Star Products Labeling at the U.S. Environmental Protection Agency.
“If I can help inspire people to do a little more to help protect our earth, then it’s all worth it to me. Although it may seem like a chore or pain to turn off the lights or recycle, DoSomething.org helps make environmentalism fun, easy and instantly rewarding,” commented campaign spokesperson, Olivia Munn. “This planet belongs to all of us and we’ve only got one so we should all try and do something – no matter how small, it will make a difference.” To view Olivia Munn’s PSA, visit YouTube.
Cheryl Kaften is an accomplished communicator who has written for consumer and corporate audiences. She has worked extensively for MasterCard (News - Alert) Worldwide, Philip Morris USA (Altria), and KPMG, and has consulted for Estee Lauder and the Philadelphia Inquirer Newspapers. To read more of her articles, please visit her columnist page.Edited by
Stefanie Mosca
