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Chevrolet, Safeway Among First to Carry EcoAd Seal

CBS has launched a seal to recognize corporations’ involvement in local environmental initiatives.

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”.

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One thought on “Chevrolet, Safeway Among First to Carry EcoAd Seal

  1. Another eco-label? Ugh. Aren’t consumers confused enough about eco-labels?

    What are the criteria by which an advertiser earns the right to participate in the ‘Eco-Ad” program? And who’s providing oversight? Apparently, the EcoAd leaf is available to all TV sponsors. And some nortorius greenwashers are already on CBS’s list of launch advertisers like Chevy, Safeway and PG&E.

    I smell Greenwash! Apparently it doesn’t matter if a company is an egregious polluter or is spends tons of cash lobbying against environmental laws and regulations. As long as they buy into the CBS program, they are now ‘environmentally friendly’?

    Who gets hurt beside consumers? Real eco-entrepreneurs who cannot afford big ad buys on CBS. Eco-labels that can be bought for the price of a TV threaten to further erode consumer confidence and diminish the value of legitimate environmental practices.

    I’m all for funneling money to environmental projects and giving companies that do so credit. But, CBS needs to have criteria for who participates in their Eco-Ad program or it just more greenwash.

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