Act Now While Supplies Last!

Late one night this week, I saw an infomercial about the EcoCanteen, which is very similar to the various other types of reusable canteens available. Initially, it was difficult for me to not criticize the campaign because, after all, it was another poorly produced infomercial–with all the usual gimmicks. But behind the tricks, the EcoCanteen infomercial represents a significant tipping point for the green movement.

Many companies produce campaigns that are effective for the LOHAS (Lifestyle of Health and Sustainability) market segment–think of companies selling expensive products like Seventh Gen., Whole Foods or NAU. But very few companies–and I mean very few–achieve what EcoCanteen has. They are able to appeal to both the Frugal market and LOHAS market segments–simultaneously–and without posing a threat to the other (as sometimes happens when a product is marketed specifically to the LOHASians, it can come off as pretentious or conversely, cheap when marketed to the Frugals.)

Another good example of how these two markets can be reached simultaneously is evidenced in a very recent Pratt Institute design competition (at ICFF 2009) in which the competing designers were challenged to make products from sustainable materials all purchased for under $1. Brilliant. We need more inspiration for innovation using the sustainable materials we have and with less money. Good job Pratt. (By the way, did you know that the Pratt buildings on its brooklyn campus were originally designed to function as a factory for shoes if the school idea failed? Luckily that never happened. However, it is evidence that RRR philosophy is built into the curriculum at Pratt whether consciously or not.)

But wait, there's more!

What's more important to realize is the context this informercial is appearing in. Employment rates are up to 9.8%. Even if you have a job and things seem good, I guarantee, at least out of fear, you're still looking for ways to save money.  The EcoCanteen is an environment AND money saving solution. It's the ideal blend of two markets that need to be exploited in this economy to push the Sustainability movement forward.

Make a Video. Win Stuff. Deadline: August 1st.

Check out the Contest Here!

Think the world could be a better place? Want to make a difference? Want to win some stuff? Help make an ad for www.One-Earth.com by doing the following.

   1. Go to www.One-Earth.com, register for an account (don't worry, it's free)

   2. Post a solution in one of the available cities: Berkley, San Fransisco, Chicago, NYC, or Tuscon (More cities coming soon!)

   3. Shoot a short (less 10 second clip of yourself holding a sign with the URL of

      your solution written on it, and say the name of your city and the

      solution.

    * for example, if the link to your solution is: http://www.One-Earth.com/city/us/ny/manhattan/11/turn-and-unplug-unused-appliances-and-lights

    * Write it in big bold letters so it's easy to read. Black on a white, non glossy-background is best.

    * Hold it in front of you like a mug shot, look into the camera and say"  "Manhattan NY.... Unplug unused appliances and lights"

    * See the demo video below for a better idea.

4.  Upload your video to www.Vimeo.com or www.YouTube.com with the tag One-Earth.comWe will download your video and edit it into a rocking commercial!

Alternatively, if you're in the NY area and want to stop by and have your solution shot by a professional, contact the One-Eath.com Visual Marketing Coordinator at: Nicholas@One-Earth.com to make an appointment.On Aug. 1st a random drawing of all the subbmissions will be made, and the winner will receive a free One-Earth.com T-shirt, One-Earth.com bag, and One-Earth.com Klean Kanteen, and the choice between two tickets to TV on the Radio in

Prospect Park, Brooklyn NY, August 11th, or Animal Collective on August

14th.

One-Earth.com Launches with a Posting Party

On May 16, an inexorable gathering of a dozen Brooklynites (and a couple Manhattanites) marked the launch of One-Earth.com. We came with nothing more than our laptops and knowledge.

The goal of the Posting Party was simple: post as many solutions to One-Earth.com as possible in four hours. And we did just that. Over 250 solutions were posted that night! One-Earth.com is now rivaling some of the most acclaimed resources for information about sustainable living in New York.

For four hours, we posted (and drank). Congratulations to Misty who posted 105 solutions and won the grand prize package purchased from Green in Brooklyn, which included a Solo Solar Powered Cell Phone Charger, a Klean Kanteen, a Wrap-n-Mat, and few other essentials.

The effort and energy people brought helped make the event a huge success; we owe each other the congratulations. Each posting party (and One-Earth.com as a whole) will only be as successful as we choose to make it. That's the beauty of the design. Soon, with the help of the global community of local activists, One-Earth.com will be the source of sustainable information for people in every major city around the world.

There will be another Posting Party in mid-June. Send me an email if you'd like to attend.