Well done, Subaru!

There aren’t many so-called cause, social good, or CSR (corporate social responsibility) campaigns that suit my standards. Most such campaigns don’t pass a basic sniff test for corporate greenwash. But to coincide with the seasonal opening of the National Park system over Memorial Day weekend, Subaru launched a new integrated campaign and microsite, Zero Landfill, that’s a winner by any standard.

Why it’s good

Not to minimize the impact of the stunning images and production quality, here’s why the campaign works:

  • The history timeline demonstrates Subaru’s commitment to environmental responsibility through product stewardship, recycling, and zero waste — starting in 1989. (Bonus points because the timeline uses years and months in rings to echo the growth rings of a tree.) This classic “show, don’t tell” creative approach to demonstrate sustained commitment is the opposite of the common “cause of the year” bandwagons many companies jump on.
  • The integrated, multi-channel campaign engages you wherever you may be at the moment. So far I’ve bumped into the #DontFeedTheLandfills creative via TV advertising, tweets (including video), Facebook post, Pinterest pins, and Instagram.
  • Clicking the bright green “How can I help?” button in the lower left takes you to simple steps anyone can take to translate new-found awareness into actions that can make a difference for the National Parks.
  • There are no annoying pop-up windows, floating social icons, or overwhelming array of choices.”Get Involved” offers three options: updates via email, Twitter, and Facebook.

I may return to the #ZeroLandfill campaign as it evolves, but meanwhile, kudos for the campaign launch Subaru!



Google Maps Now Features EV Charging Stations: Get With It Vermont


Great new information service from Google, and one that will, with any luck, spur growth in the number of EV charging stations across the country.

We have a long way to go in Vermont. Google Maps (via NREL) report our only public options are Burlington airport, the Middlebury Regional Planning Commission offices, and the Lake Placid Lodge. I know I’ll be looking for the charging stations as I next visit those sites. And I vividly recall how impressed I was to be told, several years ago now, that there were EV charging stations at my rental villa and at the information centers at Acadia National Park in Maine. Heads up Vermont tourism industry….

Green Development? Not in My (Liberal) Backyard


This is, unfortunately, often true in Vermont as well. Perhaps it’s time to form a coalition of organizations to support a sustained campaign of what Richard Cialdini refers to as “persuasion psychology,” a.k.a., choice architecture or “nudges.” In any event, something must be done soon — we’re going no where fast on many of these issues.

Even With a Cleanup, Spilled Oil Stays With Us


Usually I either tweet or blog or pop something in between here on Posterous, but this article printed in today’s New York Times warrants an exception. It’s not only the quality content that appeals; it’s the quality of the choices made in the use of format/media/channel.

Yes, it’s in dense print with photo images for those relaxing with their Sunday papers away from electronic media. And a reader will learn much from that alone. But the online version at nytimes.com (click link under photo) adds much more meaning and understanding with multimedia images and interactive infographics.

Once again, in the midst of a glut of words and images with little meaning, I am reminded of the value of professional journalism.