CBS Corp. and EcoMedia, a nontraditional media and marketing company that sets aside 50 percent of its advertising revenue to fund environmental projects, are combining resources to work with local governments in improving the quality of the environment in key markets.
The collaboration, announced Thursday (June 19) in Miami, is an extension of the recent success EcoMedia and CBS owned-and-operated WFOR-TV had in turning Miami into a EcoZone. Working with Miami Mayor Manny Diaz, the companies helped Miami earn the title of America's Cleanest City by Forbes magazine through several initiatives such as installing solar panel systems in Miami City Hall.
Miami will serve as the model for creating and funding EcoZones nationwide. CBS will provide local sales support for EcoMedia's multimedia platforms, including retail kiosks at Kimco centers nationwide and municipal signage that delivers environmental messages.
Both companies will also work with their shared content partner, David Letterman's production company, Worldwide Pants, in creating environmentally themed content. The content will be leveraged across CBS' extensive portfolio of media assets in TV, radio, print and out-of-home.
"Miami's success with the EcoZone program is proof that media can do more than simply carry green messages and raise awareness; it can actually fund real projects that lead to measurable environmental improvements," said Les Moonves, president and CEO of CBS.
The first project on the list a Green Schools Initiative, expected to launch this fall in Miami, Chicago and San Francisco.
"I can't think of a better partner than CBS to help extend our mission to clean the environment," said Paul Polizzotto, CEO of EcoMedia, who founded EcoZone six years ago. "This partnership with CBS allows us as an environmental media company to have a more meaningful conversation with viewers and it allows our advertisers to have a profoundly different conversation with their consumers."
Beyond the schools initiative, the partnership hopes to fund significant new local environmental projects and technologies in many of CBS' owned-and-operated markets.
For more on EcoMedia and several "greening" initiatives in out-of-home media, check out Mediaweek's monthly Out There section in Monday's (June 23) issue.