CBS's EcoMedia Launches the 'EcoAd'

NEW YORK, Jan. 10, 2011 /PRNewswire/ -- EcoMedia announced today the launch of the "EcoAd," an innovative and environmentally conscious form of advertising that directly funds green projects in local communities.  When a viewer sees an ad featuring the EcoAd leaf, it will serve as a visual "green stamp of approval" signifying the brand that paid for the ad is sponsoring environmental projects such as solar installations, energy efficiency retrofits or the "greening" of schools, affordable housing and municipal buildings.

(Logo: http://photos.prnewswire.com/prnh/20110110/NY26982LOGO)

EcoAds are now available to clients across all CBS platforms, offering them a tangible way to improve the environment and the communities they serve as part of their CBS advertising buy.  A promotional campaign educating viewers about the power of the EcoAd Leaf debuts on the CBS Television Network today and across other CBS properties. To see the promo and visit the EcoMedia Web site, click here: http://ecoad.cbs.com.  The EcoAds themselves will begin airing in local CBS markets next week.

Launch advertisers and partners include Chevrolet, Safeway, O Organics, SunPower Corp., Boston Scientific, PG&E, Massachusetts Clean Energy Center,  Pacific Coast Termite, Port of Los Angeles and International Brotherhood of Electrical Workers and Avidia Bank.

The EcoAd provides advertisers with the option of purchasing "sustainable media" that will deliver added value beyond traditional advertising.  With the purchase of every EcoAd package, a portion of the dollars spent will go directly toward funding environmental and clean energy projects, all of which have been identified by local municipalities and public entities as being critical, yet under-funded.  EcoAd advertising packages will be available to clients across CBS platforms, including network, local television, radio, outdoor and online.

"The power of the EcoAd leaf is extraordinary," said Paul Polizzotto, President of EcoMedia.  "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.  In supporting local green projects, they are helping municipalities with needed funding which in turn saves taxpayer dollars and leads to job creation.  At EcoMedia, we have been putting this model to work for years.  We are thrilled to be a part of the CBS family where we can grow the model across CBS's best-in-class media assets."  

As part of the EcoAd advertising package, EcoMedia will team its advertising clients with projects that meet their community relations "green" objectives.  These public-private partnerships will result in the completion of projects such as solar installations, energy efficiency retrofits and the "greening" of schools and municipal buildings, all of which create jobs, save taxpayer dollars and cut carbon emissions.

EcoMedia initiatives range from providing ocean and watershed protection to planting trees to promoting recycling, ridesharing and conserving energy and water.  Examples of recent projects include an energy efficiency retrofit and solar power installation for Miami City Hall, green makeovers for public schools in San Francisco, Miami and Cook County, Ill., as well as a solar installation at California's Long Beach airport.  Hundreds of similar projects have been indentified in communities across the country that will be completed through the EcoAd program.

"Chevrolet recently announced that it will invest $40 million in various clean energy projects throughout America with a goal to reduce 8 million metric tons of carbon dioxide emissions," said Chris Perry, Vice President of Chevrolet Marketing.  "Eco Media's EcoAd model provides an excellent opportunity to help promote energy savings, renewable energy, responsible use of natural resources and conservation in local communities across the United States."

"We are really part of a larger community of sustainable companies, so the notion of actually being able to go through the EcoMedia program, and help kids understand the benefits of organics, nutrition and sustainability is a good opportunity for Safeway and O Organics," said Alex Petrov, VP Consumer Brands, Safeway.  "We have highly valued this partnership."

"SunPower is participating in the program because it's a great fit with our vision of 'changing the way the world is powered,'" said Jan Soderstrom, Chief Marketing Officer for SunPower Corp. "As the leader in solar energy, our goal is to make a meaningful impact on the environment and local communities.  With EcoAds, we have the opportunity to promote our value proposition and at the same time give back."

"The EcoAd is such an exciting concept because when you see it, you know that money from that commercial is going into the community, working with cities and local communities for real bricks and mortar projects that otherwise wouldn't get done that make our community better and our planet better," said Terry Tamminen, Founder and CEO Seventh Generation Advisors and former Secretary of the California EPA.  "The potential for scaling EcoMedia's programs and proven results across all the CBS channels of distribution is exhilarating news for stakeholders who all benefit—corporations, local governments, environmentalists and all the people they serve."

About EcoMedia

EcoMedia is the newest addition to the CBS Corporation (NYSE: CBS) portfolio, providing a green value-add for advertisers across television, radio, interactive, publishing and outdoor.  Through the groundbreaking EcoAd program, EcoMedia offers advertisers the unique ability to make tangible improvements to communities and the environment while also connecting more effectively with their consumers.  This unique business model provides advertisers with the only truly sustainable option for their media purchasing.  Each EcoAd devotes a portion of the media buy to fund environmental projects in communities across the United States.  

Since 2002, EcoMedia has been building public-private partnerships that direct advertising revenues to support initiatives that protect the environment.  EcoMedia's projects include diverting pollution from the oceans, safeguarding endangered fishing habitats, providing harbor and watershed protection, promoting recycling and ridesharing, conserving energy and water, planting trees and reducing greenhouse gas emissions.

CBS first partnered with EcoMedia in 2008 to support projects in Long Beach, Calif. and Miami, Fla.  Through this partnership, EcoMedia and CBS enabled an energy efficiency retrofit and solar power installation for Miami City Hall, completed a green makeover for public schools in San Francisco, Miami and Cook County, Ill., and installed solar panels at California's Long Beach airport.  Hundreds of similar projects have been identified in communities across the country that will be completed through EcoMedia's EcoAd program.

(Editor's Note: See below for additional quotes)

Environmental and Municipal Partners

Robert F. Kennedy, Jr., Founder & President, Waterkeeper Alliance and Senior Counsel, NRDC:

EcoMedia's EcoAd program has been one of the best ideas I have encountered to conserve and protect our natural resources... 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. Now as a CBS company, EcoMedia is partnered with a major media conglomerate to take the next logical and necessary step.

Fred Krupp, President, Environmental Defense Fund:

Environmental Defense Fund has always encouraged innovating financing mechanisms to transition our country to cleaner forms of energy. The EcoAd concept holds strong promise in this respect by generating private sector revenue to fund community-based renewable energy projects.  While EDF is not endorsing any specific advertising or companies, EcoAds can have a positive impact in the transition to clean energy.

Lt. Governor Gavin Newsom, State of California

(former Mayor, City of San Francisco):

California is proud to be the most innovative and progressive state when it comes to our Global Warming Solutions Act (AB 32), our Renewable Portfolio Standards, and our decades of achievements in energy efficiency, so we recognize and appreciate great innovations that effectively increase sustainability. That's exactly how I see this EcoAd venture backed by the proven team at EcoMedia-CBS and the broad sweep of their media assets.

George E. Pataki, Former Governor, State of New York:

As Governor of New York, I always understood that whether it was the preservation of over 1 million acres of open space for use by future generations or the establishment of cutting edge programs like the nation's first green building tax credit, improving our environment and creating jobs are not mutually exclusive goals. That's why I applaud EcoMedia for developing an innovative source of funding to do the same thing across America, making our communities healthier, more energy independent and more competitive in the global economy.

Arnold Schwarzenegger, Former Governor, State of California:

You are an inspiration to our public and private sectors, proving that you can do well and do good at the same time. And you are demonstrating, first in California and now all around the United States, that we can have a clean, healthy environment and a strong economy today and for generations to come.

Terri Ludwig, CEO, Enterprise Community Partners:

Enterprise believes EcoMedia's EcoAd is a breakthrough opportunity for green affordable housing.  As the first national green affordable housing program, Enterprise Green Communities fundamentally transforms the way we think about, design, build and retrofit housing for people with low-incomes.  The additional capital that the EcoAd provides to projects will further support Enterprise's goal of ensuring that all affordable housing is green within the next decade.

Denise Sheehan, CEO, The Climate Registry:

The Climate Registry recognizes CBS for its commitment to measure, report, and reduce its carbon footprint by publicly reporting its Greenhouse Gas emissions since 2006. We further support its leadership as the sole media company to have taken this stand. CBS' EcoAd product further demonstrates this leadership by offering the corporate sector an option for media purchasing that results in lasting carbon-reducing impacts.

Corporate Partners

Chris Perry, Vice President, Chevrolet Marketing:

Chevrolet recently announced that it will invest $40 million in various clean energy projects throughout America with a goal to reduce 8 million metric tons of carbon dioxide emissions.  Eco Media's EcoAd model provides us with an excellent opportunity to help promote energy savings, renewable energy, responsible use of natural resources and conservation in local communities across the United States.

Alex Petrov, Vice President, Consumer Brands, Safeway, Inc.:

We are really part of a larger community of sustainable companies, so the notion of actually being able to go through the EcoAd program, and help kids understand the benefits of organics, nutrition and sustainability is a good opportunity for Safeway and O Organics. We have highly valued this partnership. 

Jan Soderstrom, Chief Marketing Officer, SunPower Corp.:

SunPower is participating in the program because it's a great fit with our vision of "changing the way the world is powered". As the leader in solar energy, our goal is to make a meaningful impact on the environment and local communities. With EcoAds we have the opportunity to promote our value proposition and at the same time give back.

Marilee Grant, Director of Community Relations, Boston Scientific:

Boston Scientific is committed to making more possible in the communities where we live and work. We make this commitment real by supporting global, national and local health and education initiatives, striving to improve patient advocacy, and minimizing our impact on the environment. Participating in the EcoAd program provides us with a unique opportunity to give back to the community in a very tangible and meaningful way.

Patrick Cloney, Executive Director, MassCEC:

We look forward to a future partnership with EcoMedia-CBS, whose efforts to drive vital environmental improvements such as energy efficiency and renewable energy in communities across America is helping cities and towns save money and reduce their green house gas emissions.

James Grande and Dennis Wilson, Owners of Pacific Coast Termite:

Pacific Coast Termite is excited participate in eco ad in the Bay Area. We look forward to working closely with local municipalities and other public organizations to identify and fund renewable energy and energy efficiency projects. We recognize the importance of these environmentally sustainable developments and are proud to be a part of such a cutting-edge initiative.

Michael P. Monahan, Business Manager Local 103, International Brotherhood of Electrical Workers:

As the awareness of our environmental challenges becomes more and more commonplace, CBS-EcoMedia has developed an historic program that allows companies and organizations to reach consumers while investing in a cleaner, more sustainable environment.  The International Brotherhood of Electrical Workers, Local 103 is proud to participate in this program in a way that creates local "green" jobs on renewable energy projects throughout our area.  Our members are construction professionals with the training and experience to get the job done safely, who live in the areas where they work – and thus are committed to making their communities greener and stronger.

Arley Baker, Deputy Executive Director, Communications, Port of Los Angeles:

The EcoAd program helps us further demonstrate our commitment to a sustainable future by contributing in a tangible way toward making Los Angeles a healthier, greener place to live.

Paul Orzeske, President, Honeywell Building Solutions

Honeywell has been helping its customers reduce energy consumption and costs for more than 100 years. And funding is always a challenge, especially in the public sector. So we're excited to team with EcoMedia, connecting advertisers and communities across the globe to implement projects that create jobs, conserve energy and cut greenhouse gas emissions.

SOURCE CBS Corporation

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