MediaCorp kickstarts 'Saving Gaia' green campaign with provocative advertisement

Channel NewsAsia 1 Jun 08;

SINGAPORE: MediaCorp's environmental conservation campaign, 'Saving Gaia', is back for a second year. The green initiative will be launched on World Environment Day on June 5.

This time, MediaCorp aims to get even more people involved and challenge viewers with a graphic advertisement.

A doll representing our Earth which is in trouble is the message behind the advertisement to promote MediaCorp's 'Saving Gaia' campaign.

Shaun Seow, Deputy CEO (News, Radio, Print), MediaCorp, said: "We're trying to deliver a message that's cut through. We think that if it's a very pretty ad on saving the environment, touchy-feely, it might not achieve the same results.

"And that's why we've resorted to something a bit more thought-provoking, and hopefully it'll register the impact of what we're doing to the environment."

Also making an impact is Channel NewsAsia's 'Saving Gaia' documentary series, which will run from June 16. This year, the programmes will look at how some Asians are solving their most pressing environmental problems.

And online, the 'Saving Gaia' website, which will be launched on June 2, invites you to send in your green ideas. You can even submit a video.

There will also be a competition to find an eco-hero, who will stand to win S$10,000. Details will be out on June 2.

This June, MediaCorp will be going all out to show its support for the environment - from wearing green on-air to having more environment-related programmes on television and radio. Even its publications are going green. - CNA/vm

MediaCorp set to launchits second Green Month campaign on Thursday
Mayo Martin, Today Online 2 Jun 08;

IF YOU switch on the TV or pick up a copy of Today on Thursday and notice something different in the colour scheme of things, don’t panic.

It’s because your favourite newspaper and TV channels are going green this month.

MediaCorp launches its “Green Month” campaign on Thursday. During the campaign, Today will change its masthead from red to green, and will regularly feature environmentally-themed stories.

All MediaCorp TV logos will also get a green makeover, and even Channel NewsAsia’s presenters will wear shades of green on Thursday.

:Channel NewsAsia will also broadcast :environmentally-themed programmes beginning with the second season of Saving Gaia this month. “Gaia” is the Greek word for earth.

Last season saw issues including the global oil supply, the plight of the Ganges and Yangtze rivers, in India and China, respectively, and the extinction of animals tackled.

The TV series is the centrepiece of :Channel News-Asia’s Saving Gaia campaign, which starts today.

It includes an online-pledge website (www.savinggaia.sg) and the search for Singapore’s most earth-friendly person in the :Gaia Life Challenge.

MediaCorp’s first “Green Month” campaign — a joint effort among its TV, radio and print platforms — was held last July.

Among the highlights of the campaign was the telecast of Live Earth on Channels 5 and U.

The 24-hour concert featured performances by artistes on all seven continents and included performances by Madonna and the Red Hot Chili Peppers.

Aside from the “green” TV programmes and news stories in print, radio station listeners were also given daily tips on how to help save the environment.

“What we want to do this year is to translate the little ideas into big ideals,” :said Mr Shaun Seow, MediaCorp’s Deputy CEO, News.Radio.Print.

“We’re trying to make people understand that they can do their part to protect the environment.”

“Saving Gaia certainly gives people a peek into the kind of initiatives that people have embarked on in various parts of Asia to help save the environment.

“And these are things that are do-able, that are within our reach, that we can all contribute towards.”