The U.S. Department of Energy and The Advertising Council Enlist Disney's Iconic Fairy, Tinker Bell, to Help Inspire Energy Efficiency Practices Amongst Today's Youth

An All-New Series Of Public Service Announcements, Created by Disney, Provides Kids With Memorable Tips On Ways To Reduce Energy Consumption In Their Own Homes

News provided by

The Ad Council

Sep 17, 2010, 08:30 ET

WASHINGTON, Sept. 17 /PRNewswire/ -- In a nationwide effort to reduce energy consumption, the U.S. Department of Energy (DOE) and The Advertising Council launched a new series of public service announcements (PSAs) designed to inspire today's youth and their parents with ways to establish positive energy efficiency practices.

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Energy use is on the rise around the world. By 2030, global energy demand is expected to increase 50 percent above 2005 levels, with electricity demand alone in the U.S. projected to rise 29 percent over the same period. Families can help reduce the demand, by using less and becoming more energy efficient. According to a national online survey of tweens ages 8-12 released by the Ad Council, 87 percent say that saving energy is important and 65 percent believe that saving energy on a daily basis is not hard.

Developed by The Walt Disney Studios, the new PSAs continue Disney's commitment to inspire environmental stewardship in youth. The television, outdoor and web PSAs featuring Tinker Bell are designed to educate 8-10 year olds on how to save energy and feature scenes from Disney's all-new movie Tinker Bell and the Great Fairy Rescue releasing on Blu-ray™ Combo Pack and DVD, September 21. The PSAs direct audiences to www.energy.gov/kids where they can find fun, simple tips on energy efficient behaviors and learn about new technological advances to reduce energy consumption in the home.

"We are pleased to expand our energy efficiency campaign with these new PSAs developed in collaboration with the Department of Energy and The Walt Disney Studios," said Peggy Conlon, President & CEO of the Ad Council. "These new PSAs, featuring Tinker Bell, will provide children with simple energy saving tips and inspire families to take action so we can become less energy dependent."

DOE and the Ad Council first launched the Energy Efficiency PSA campaign in September 2008. Per the Ad Council model, the PSAs will be distributed to media outlets nationwide this week and will run and air in advertising time and space that is donated by the media. To date, the campaign has received more than $63 million in donated media time and space.

THE U.S. DEPARTMENT OF ENERGY

The U.S. Department of Energy stands at the forefront of the United States' effort to meet energy and environment, scientific, and national security goals. DOE works to meet growing energy demand with clean, safe, affordable, reliable and diverse supplies of energy through scientific discovery and investments with partners to push new technology rapidly into the marketplace. Among many other roles, the Department also supports American economic growth by promoting energy efficiency practices in homes, businesses and the nation's industries. Under the American Recovery and Reinvestment Act, the federal government is investing $90 billion in developing and deploying clean energy technologies.

THE WALT DISNEY STUDIOS

For more than 85 years, The Walt Disney Studios has been the foundation on which The Walt Disney Company (NYSE: DIS) was built. Today, the Studio brings quality movies, music and stage plays to consumers throughout the world. Feature films are released under four banners: Walt Disney Pictures, which includes Walt Disney Animation Studios and Pixar Animation Studios, Disneynature, Marvel, and Touchstone Pictures, which includes the distribution of live action films from DreamWorks Studios. Through the Home Entertainment division, innovative distribution methods provide access to creative content across multiple platforms. Original music and motion picture soundtracks are produced under Walt Disney Records and Hollywood Records, while Disney Theatrical Group produces and licenses live events, including Broadway theatrical productions, Disney on Ice and Disney LIVE!. Last year, Disney introduced two new environmental programs for kids: Disney's Planet Challenge (www.disney.com/planetchallenge) for the classroom and Disney's Friends for Change: Project Green (www.disney.com/projectgreen) for everyday life. For more information, please visit www.disney.com.

The Advertising Council

The Ad Council is a non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org.

SOURCE The Ad Council