E! Celebs Connect for Ecology Spots

LOS ANGELES E! Entertainment Television is exploiting its celebrity connections for an ecology-oriented public service campaign breaking this weekend as part of a broader initiative with the Environmental Media Association, according to Suzanne Kolb, EMA’s evp of marketing and communications.

Ten 30-second spots have been produced, Kolb said, adding that the campaign “is not based on any one time of the year. We plan to refresh and evolve the campaign indefinitely.”

Campaign creative was developed in-house at E!, though some of the celebrities with whom the network worked suggested their own topics, Kolb said.

“Many of them brought us their tips. Ecology is a broad topic, so there is a long list of things that could be included and the campaign ended up being greater than the sum of the parts,” she said. “We wanted the campaign to provide information to the viewer they can actually do something with.”

The Los Angeles-based cable channel’s “Play a part” campaign features celebrities giving practical advice, e.g., how using a reusable mug instead of paper cups would save 13,000 trees a day. Kolb said the spots would air on E! as well as its Web site, thevine@E!online.com.

Ed Begley Jr., Kristin Davis, Daryl Hannah, Anthony Kiedis, Wendie Malick, Nicole Richie, Jeffrey Tambor, Wilmer Valderrama and Constance Zimmer are among the celebrities committed to the program.

Cindy and Alan Horn and Lyn and Norman Lear founded the EMA.