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Corporate Social Responsibility
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6.10.2008 - 11:20am ET
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Call All Earthkeepers: Timberland Earthkeeper Network Inspires Consumers to Take Real Eco-Action
The Earthkeeper Network aims to inspire one million consumers to learn and take action to lighten their environmental footprint.
(CSRwire) STRATHAM, N.H., - June 10, 2008 - Today The Timberland Company announced
the global launch of the Earthkeeper campaign, a movement to recruit one
million people to become part of an online network designed to inspire
real environmental behavior change.
"Imagine a forum where people who share energy and interest in the notion
of protecting our planet can share information and inspiration," said Jeff
Swartz, Timberland’s President and CEO. "We think the Earthkeeper
campaign will be a way to translate lots of passionate talk and ideas into
positive, practical action."
While concerns for the environment continue to be top of mind for many
consumers, studies show that they are confused about how they can make a
positive difference. Nearly half of those surveyed say they would do more
for the environment if they knew how. In response, Timberland's
Earthkeeper campaign will reinforce the importance of 'living green' and
also help to make it easy and fun for people to make simple, practical
changes and share ideas about how to lighten their environmental
footprints.
As part of the Earthkeeper program, Timberland will launch an innovative
global network of online social networking tools, including partnerships
with Changents.com, a strong Facebook presence, a YouTube Earthkeeper
Brand Channel and a richly-populated Earthkeeper blog. Uniting these
various Earthkeeper "channels" is www.earthkeeper.com, a website which
allows users to navigate through the Earthkeeper network based on their
level of interest in learning more or engaging in Earthkeeping.
Earthkeepers can share ideas and activities via these online venues,
making it quick, simple and entertaining to learn, and discuss greener
lifestyles. Earthkeeper forums have been created on YouTube (www.earthkeeper.com/youtube),
Facebook (www.earthkeeper.com/facebook),
Changents.com (www.earthkeeper.com/changents),
and the Earthkeeper blog (www.earthkeeper.com/blog).
In addition to these online resources, Timberland has an Earthkeeper
product collection that is the pinnacle expression of the company's
environmental commitment. These products allow consumers the option of
lightening their own footprint through their purchase decisions.
Changents.com partnership:
Changents is an entertainment-driven online destination that enables
"change agents" to tell their amazing stories while building a network of
fans around the world who want to help them. Through videos, photos,
blogs, mobile messaging and podcast dispatches from the field, change
agents draw in "backers" to lend a hand – virtually or in person. At Changents.com/earthkeepers,
Timberland will provide five extraordinary "Earthkeeper Heroes" a global
platform to connect with an Internet generation that is hungry to create
environmental change on their own terms. The Earthkeeper Heroes
include: - Big Green Bus: A group of Dartmouth College
students who will travel around the country in a bus fueled by waste
cooking oil. Covering more than 10,000 miles and 40 cities to promote the
use of sustainable energy, the Big Green Bus crew will be sending real-time
reports and action requests from the road to their Earthkeeper community on
Changents.
- The Canary Project: This artist duo conveys the story of
human-induced climate change through visual media and street performance
in order to catalyze action. From Soho to Seville (Spain); California to
Cleveland, the Canary Project will blend art, photography and pop-culture
to tell its story on Changents and call upon the Earthkeeper community to
sound the climate crisis alarm.
- Agent 350: This group of recent college graduates is planning
the largest "open source" climate movement in the world – Project 350
– under the mentorship of renowned author and environmentalist Bill
McKibben. The Earthkeeper audience will go behind-the-scenes to help Agent
350 and his team to build the movement from the ground-up.
- Reverb: Lead by rock star Adam Gardner of Guster, Reverb
travels with major touring bands to help educate and engage fans around
environmental sustainability. The Earthkeeper audience will have the
chance to join Reverb’s team as they work with massive live music tours
including Dave Matthews Band, John Mayer and Maroon 5 to minimize their
environmental footprint.
- POWERleaper: Elizabeth Redmond, a 23-year-old
"designtrepreneur" has developed a blueprint to turn the alternative
energy paradigm on its head through her brainchild POWERleap – a
flooring system that generates electricity via human footfall. Think 5th
Avenue powered by the stampede of shoppers! Earthkeepers who get behind
POWERleaper will be able to follow Elizabeth's entrepreneurial story and
help her make the connections she needs to turn POWERleaper from prototype
to power plant!
In addition to this list of five, Timberland is looking for every day
Earthkeepers. People will be able to nominate themselves or others to
become an Earthkeeper hero.
YouTube Brand Channel:
The Earthkeeper YouTube brand channel is the place for consumers to
learn about EarthKeepers and register via a fun and interactive Green Index
gadget to join the movement. Earthkeepers will be able to compete for
prizes through video contests, see what other Earthkeepers are doing to
help the environment and learn how Timberland is doing its part.A Green
Index gadget will help consumers calculate their own environmental
footprint so that they may become more aware of easy ways to lighten
it.
Facebook:
The Earthkeeper group page on Facebook is one more place
where consumers can learn about being an Earthkeeper and Timberland's
Earthkeeping efforts. Facebook users are encouraged to download and
virally share the Earthkeeper Plant a Tree application and when a user's
virtual tree "grows," Timberland will plant a real tree on their behalf.
At time of this release, more than 72,000 Facebook users have downloaded
this application and planted trees in a virtual forest.
The inspiration for the Earthkeeper campaign stems from Timberland’s own
environmentally and socially responsible operations and philosophy.
Timberland's goal is to become a carbon neutral company by cutting back
emissions, using renewable energy sources and supporting environmental
projects that explore alternative energy.
Timberland will continue to look closely at ways to lighten the
environmental impact of its products, reduce waste and recycle.
Additionally, Timberland will green 300 communities by 2010 and plant more
than 100,000 trees this year; on track to a goal of one million new trees
by 2010.
About Timberland
Timberland (NYSE: TBL) is a global leader in the design, engineering and
marketing of premium-quality footwear, apparel and accessories for
consumers who value the outdoors and their time in it. Timberland(R)
products are sold worldwide through leading department and specialty
stores as well as Timberland® retail stores. Timberland’s dedication to
making quality products is matched by the company’s commitment to "doing
well and doing good" – forging powerful partnerships among employees,
consumers and service partners to transform the communities in which they
live and work. To learn more about Timberland, please visit www.timberland.com.
To learn more about Earthkeepers, please visit www.earthkeeper.com.
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