SXSWEco Day One Epiphanies, Head-scratchers, and Bravery Awards

SXSWEcoThere is so much going on at SXSWEco this week that it would be impossible for one person to do a comprehensive wrap-up, so please take this commentary as a slice of a very big pie. And, note that my particular slice is viewed through a very marketing- and business-oriented lens. Still, as an EDF’er working with the private sector, I’m always looking to share new, pragmatic ideas and business cases for saving the environment. I think the most pleasant surprise of SXSWEco Day One was that so many others feel the same.

But first a head-scratcher. Why is it that the regions that are the most climate and socially vulnerable (Southern U.S.), are also home to some of the biggest climate science-denying politicians? Many thanks to Dr. Robert Bullard of Texas Southern University for so eloquently tying environmental justice to social justice; for me this was a necessary epiphany for how we think of building resilience in the face of climate challenges.

At EDF we believe that the corporate sector can thrive by valuing, protecting, and improving the environment, so the session on Creating Climate Wealth held a ton of appeal. Ann Davlin and Jigar Shah threw out business scenarios for environmental impact like candy from a parade float. I managed to grab a few choice nuggets: Read more

Want to Market the Realities of Climate Change? Get a Handsome Vampire

…and the Terminator, and Indiana Jones, and a Titanically popular director and more. If you don’t get where I’m going with this thread, you may have been under a rock for the past week, because when Hollywood talks about climate change, all kinds of new audiences listen.

Years of Living Dangerously is an incredibly ambitious documentary on climate change airing on Showtime. It is also a fascinating case study in how to market a scary, complicated concept to mass audiences and stimulate new conversations across both virtual and physical communities.

al goreAl Gore – Won the Nobel Peace Prize

 

ian somerhalderIan Somerhalder – has 4.85 million followers on Twitter

 

al tweet

Al Gore, with 2.71m followers, is no slouch in social media – I’m just illustrating that perhaps Mr. Somerhalder has a bit more active fan base.

There are many different ways to tell a story and start a conversation. At EDF we focus on science, economics, partnerships and bipartisan outreach to find solutions to climate change. Our stories stem from the results we drive, and yes, we love talking about science and statistics.

The teams behind both the making and the marketing of the YEARS documentary are focusing on the human element. The series uses celebrities as the lens to educate the audience through human stories and simple language. They find the real value in communicating climate change at an emotional level.

Years of Living Dangerously - Ian Somerhaler

There’s also a human component in experiencing the documentary. There's no need to watch YEARS alone from your couch. The YEARS team is promoting human interaction: from social sharing through millions of celebrity followers, to spurring community action , to providing tools to host your own “viewing party” and find groups to watch with in your neighborhood.

Ian tweetYears tweet

In order to get climate change into the mainstream conversation, we need to lean on people who have high visibility in the mainstream. The bold names extending their environmental passion to this documentary include: Jessica Alba, Matt Damon, Michael C. Hall, Don Cheadle, Olivia Munn, America Ferrera, Arnold Schwarzenegger, Lesley Stahl, Thomas Friedman, Harrison Ford, Ian Somerhalder and Chris Hayes.

Because EDF is chock full of scientists and economists, I’d be shunned in the break room if I didn’t provide you with some statistics:

twitter stats

Take over 16 million followers x thousands of tweets, favorites and shares, and YEARS just gathered a massive mainstream audience around an important issue.

At EDF, we are especially proud to be featured in the Years of Living Dangerously documentary.  Our flagship fellowship program, EDF Climate Corps, is featured in the May 26th episode, as Jessica Alba follows three of our Climate Corps fellows through their summer internships working with Caesars, Office Depot and Texas Southern University to help those organizations find energy efficiencies and become more sustainable.

In the coming weeks, we’ll be introducing you to our Climate Corps fellows and the important work they do every year in hundreds of organizations. And yes, we’ll also be inserting ourselves into the mainstream conversation, so please feel free to tweet and share (#YEARSProject, @EDFBiz). Especially if you’re Jessica Alba …

Jessica Alba retweets EDF

 

Additional reading:

Craig K. Comstock of HuffPo says YEARS could be the 2014 version of The Day Afterhttp://huff.to/1eqyw0S

How YEARS came to EDF’s Eric Pooley with a great idea – http://bit.ly/1g3ujPm