Chevrolet, Safeway and PG&E will be among the first advertisers to run spots with the EcoAd stamp, which will debut in local CBS markets next week.
The stamp, a green leaf with the word “EcoAd”, will indicate that the brand paying for the ad is sponsoring environmental projects. These could include solar installations and refits of schools, affordable housing or municipal buildings.
Every time an advertiser buys an EcoAd package, a portion of the price will fund projects that public bodies have identified as critical yet underfunded. The seal will be available across all CBS platforms, including network, local TV, radio, outdoor and online.
A promo for the seal aired on the CBS television network yesterday, and can be seen at http://ecoad.cbs.com.
The seal was developed by advertising company EcoMedia, which CBS acquired last year.
“When an ad features the leaf, it sends a powerful message to viewers that the brand is committed to both the environment and the communities they serve,” said EcoMedia president Paul Polizzotto. “In supporting local green projects, they are helping municipalities with needed funding which in turn saves taxpayer dollars and leads to job creation.”
Past EcoMedia projects include a solar power installation at California’s Long Beach airport, an energy efficiency retrofit and solar installation for Miami City Hall, and “green makeovers” for public schools in Miami, San Francisco and Cook County, Ill.
EcoMedia has also worked on ocean and watershed protection, tree planting, recycling, water conservation and promoting rideshares.
It says it has identified hundreds of similar projects that will be completed through the EcoAd initiative.
Initial participants in EcoAd will include Chevrolet, Safeway, utility PG&E, solar cell maker SunPower, Pacific Coast Termite, the Port of Los Angeles, Avidia Bank, medical technology company Boston Scientific, government agency the Massachusetts Clean Energy Center and the International Brotherhood of Electrical Workers.
“EcoMedia’s EcoAd program has been one of the best ideas I have encountered to conserve and protect our natural resources,” said Robert F. Kennedy, Jr., senior counsel for the National Resources Defense Council (NRDC). “Cities get much needed funds, communities get cleaner water, air and green spaces, and corporations can put their resources to work for the betterment of society.”
Terri Ludwig, CEO of housing non-profit Enterprise Community Partners, described the initiative as a “breakthrough opportunity for green affordable housing”.