TV Week: This Mess Is No Laughing Matter
Filed under: Earth 911 - August 15, 2007
Comedy Central Launches Green Push
John Lafayette
August 15, 2007
Comedy Central is going green.
The network has announced an initiative called “Address the Mess,” designed to help viewers reduce waste and revive the planet.
The first phase of the Address the Mess program is a public service announcement campaign explaining the initiative to viewers and urging them to visit the Web site addressthemess.com.
The site will provide information about a variety of environmental issues and link to partners such as the National Resources Defense Council, Earth 911 and Green Dimes.
On the site, users will be able to identify their own carbon footprint and get information about how to reduce it. They also will be able to take a quiz on the impact their carbon footprint makes in affecting the overall environment.
Trash disposal issues also will be addressed. With Comedy Central viewers being early adopters of gadgets, knowing the best way to dispose of an outdated cell phone or computer is essential.
Addressthemess.com will encourage action with community clean-up projects.
In addition, Comedy Central will spread the Address the Mess word through its standup comedy tours, including a college tour that will try to get students involved in recycling drives.
The network said it is in discussions with its national advertisers and affiliates about adding to the reach and impact of the campaign.
“Address the Mess takes on a critical issue at a critical time with a flexible and far-reaching approach,” said Michele Ganeless, executive VP and general manager for Viacom’s Comedy Central. “The Address the Mess message will extend across multiple Comedy Central platforms and will support people looking to make a difference not just on the national and global scale, but on an individual level and in their own communities.”
The network said its recent roast of Flavor Flav was the network’s first carbon-neutral production.
This article is part of TVWeek.com’s Media Planner newsletter, a weekly source of breaking news, trend articles, profiles and data about media planning edited by Senior Editor Jon Lafayette.