The best of EcoWatch, right in your inbox. Sign up for our email newsletter!
Irreverant Humor the Latest Weapon in War against Coal
The Sierra Club has partnered with 2011 Small Agency of the Year Mekanism Inc to spread the word about the dangerous and deadly effects of coal through a series of hilarious viral videos featuring iconic TV personalities and shows from the 1980’s. The ads use irreverent humor to address and bring attention to a very serious and topical subject that continues to be a major issue in U.S. legislation and policy—the harm caused by coal pollution.
“These ads aim to do for coal what the Truth campaign did for tobacco—expose the fact that coal pollution is dirty and dangerous, and that coal executives will say anything to make people believe that coal is safe—while making our kids sick,” said Michael Brune, the Sierra Club’s executive director.
Since 2010, the Sierra Club’s Beyond Coal campaign has won victories to retire 106 of the nation’s over 500 aging coal-fired power plants, and is working to replace those plants with clean energy like wind and solar power. This is the first major video campaign that the Sierra Club has launched following a $50 million grant from Bloomberg Philanthropies in July 2011.
“The ads may be funny, but the effects of coal pollution are not,” said Mary Anne Hitt, Director of the Sierra Club’s Beyond Coal campaign. “Coal is dirty, outdated, and bad for our kids’ health. Coal is a 19th century fuel that is making our country sick and getting in the way of a prosperous future and clean energy jobs.”
Mekanism, the San Francisco-based firm that designed this campaign, is known for its edgy, youth-oriented ads for major commercial brands including Brisk, Nike and Virgin Mobile. This is the first time the firm has teamed up with a major nonprofit organization to promote an advocacy message.
"We wanted to work with the Sierra Club because we believe in the message of moving the nation beyond coal and towards clean energy, using humor and social media,” said Tommy Means, Mekanism’s Executive Creative Director.
To view the videos, click here.
For more information, click here.
The Sierra Club is America’s largest and most influential grassroots environmental organization with more than 1.4 million members and supporters nationwide. In addition to creating opportunities for people of all ages, levels and locations to have meaningful outdoor experiences, the Sierra Club works to safeguard the health of our communities, protect wildlife, and preserve our remaining wild places through grassroots activism, public education, lobbying and litigation.
Mekanism is an award-winning, full service creative agency. We sprinkle our love of storytelling across integrated advertising, brand entertainment and social media development programs to inspire measurable brand loyalty and drive sales. Mekanism is an independent company headquartered in San Francisco with offices in New York.
EcoWatch Daily Newsletter
By Brian Barth
Late fall, after the last crops have been harvested, is a time to rest and reflect on the successes and challenges of the gardening year. But for those whose need to putter around in the garden doesn't end when cold weather comes, there's surely a few lingering chores. Get them done now and you'll be ahead of the game in spring.
By Bailey Hopp
If you had to choose a diamond for your engagement ring from below or above the ground, which would you pick … and why would you pick it? This is the main question consumers are facing when picking out their diamond engagement ring today. With a dramatic increase in demand for conflict-free lab-grown diamonds, the diamond industry is shifting right before our eyes.
(R) The measles virus pictured under a microscope. PHIL / CDC
The Pacific Island nation of Samoa declared a state of emergency this week, closed all of its schools and limited the number of public gatherings allowed after a measles outbreak has swept across the country of just 200,000 people, according to Reuters.
By Alison Cagle
Rising above the Arizona desert, the Santa Rita Mountains cradle 10,000 years of Indigenous history. The Tohono O'odham Nation, Pascua Yaqui Tribe, and Hopi Tribe, among numerous other tribes, have worshipped, foraged, hunted and laid their ancestors to rest in the mountains for generations.
Native Americans are disproportionately without access to clean water, according to a new report, "Closing the Water Access Gap in the United States: A National Action Plan," to be released this afternoon, which shows that more than two million Americans do not have access to access to running water, indoor plumbing or wastewater services.
By Nanticha Ocharoenchai
In the Czech Republic, horses have become the knights in shining armor. A study published in the Journal for Nature Conservation suggests that returning feral horses to grasslands in Podyjí National Park could help boost the numbers of several threatened butterfly species.