SHOOT FROM THE HIP

Who doesn’t love water? We all use it. We drink it. We swim in it. We try to conserve it. But how informed are we, really, about the range of its uses, other than those of our own, and the plethora of dangers that challenge its purity? I, for one, am always thirsty for more information. Recently, I came across a gorgeous, interactive website, Waterlife, that gave me pause. It’s not about all water, just that found in the Great Lakes region – an area that contains 20% of the earth’s remaining natural fresh water supply. Fascinating, no?

The site takes a moment to load. It is worth the wait.

Upon entering the site, I am greeted by a floating collage of photos that merge into the image of a coyote – or perhaps it is a wolf, or a dog. Each photo leads to a different story, told via beautifully shot video and straightforward text. Thus far, my favorite is “Water Is Poison,” about the Beluga whales at the mouth of the St. Lawrence River.

The site is in support of a Canadian-funded documentary, Waterlife, written and directed by Kevin McMahon. It won the Hotdocs 2009 Special Jury Prize for Canadian features. Unfortunately, it’s currently only being shown in Canada. Hopefully, however, it will float down to a Southern California cinema soon. In the meantime, I’ll check back in with the coyote.

The message of Waterlife isn’t particularly new, or terribly pallatable – some statistics are truly horrifying. This interactive website, however, conveys that message in such a way – through cool graphics, compelling data and interactive storytelling – that I am inexorably drawn in and willing to take note. That’s what I consider successful communicating.

Check it out, and let me know what you think.

It seems like everyone is trying to green the world.  To be recognized as a green leader, a brand must do something novel and do it consistently. Comprehensive or simple, businesses and individuals shouldn’t be discouraged by the false perception that it must be an elaborate program.  Aligning one’s business model with appropriate sustainable efforts will benefit both the environment and the brand.

 
To create a green, or sustainable, program, identify the company’s core competency. Working with senior management including members of the risk management team, assess if there are ways to streamline people, processes and procedures (the 3 P’s).  Once this data has been collected, one should begin to look at the external resources that support a brand and it’s services/products.  

A retail company could reach out to manufacturers and distributors to find out how vendors can offset electricity generation with renewable energy credits.  If the business sells a service, an idea may be to donate a percentage of the revenue stream to local causes that help to renew and beautify the surrounding area.  The donation is a tax write-off that also carries marketing benefits.  A local hardware store can set-up an eco drop-off for products such as batteries and light bulbs.  Regardless of the contribution, be sure to involve local media.  Press coverage will more than offset the investment and continue to raise brand awareness.

Once all of the analysis has been done, calculate potential cost savings and efficiencies for the company BEFORE presenting ideas.  While most are familiar with global warming and the green trend, it’s important to recognize that some people will not be as aware, passionate or committed.  Therefore, emphasize the cost savings that a sustainability program could generate as well as the PR benefits so the decision-maker(s) can understand the program goals in case they are not green savvy.  

If creative, sincere and diligent, any company can deliver a successful green program that will benefit their company and their customers.