News Corporation

CASE STUDY:

National Geographic Channel's Preserve Our Planet Campaign

National Geographic Channel (Fox Networks Group), in collaboration with the National Geographic Society, has launched a broad new initiative — Preserve Our Planet — dedicated to making conservation relevant to viewers everyday lives

The theme for the first year of Preserve Our Planet, “What You Do Counts,” features content that will help people understand their individual impact on the planet as well as provide them with environmentally conscious alternatives.

By utilizing the full reach of its platforms, National Geographic has been able to put forward a diverse array of content and engage with a variety of audiences on the issue of climate change.

On-air Programming:

Programming specials include Six Degrees Could Change The World, which premiered on February 10, 2008 and reached over 6.7 Million viewers; Human Footprint, premiering in April 2008; Earth the Biography, premiering in 3Q08 as well as numerous other series and specials.
National Geographic Channel has produced a series of “Preserve Our Planet” PSAs to inform viewers about how their choices and activities can make a positive impact in the effort to protect our environment.
NGC will also feature PSA’s and vignettes featuring talent and explorers from within the network. Through short video segments, hosts such as Dr. Mike Heithaus of Crittercam, Dr. Brady Barr of Dangerous Encounters, and Cesar Millan of Dog Whisperer will demonstrate exactly how “What You Do Counts.”

Swap out your incandescent light bulbs in favor of more energy-efficient models. Compact Florescent Light Bulbs (CFLs) last about ten times longer than their incandescent counterparts and can save 30 bucks or more in electricity bills over the bulb’s lifetime.
When buying new electronics, look for items with an “Energy Star” certification. This U.S. EPA and U.S. Dept. of Energy stamp of approval means that the appliance has been checked for energy efficiency.
Cozy up. Putting on a sweater instead of turning up your heat a couple degrees during the winter can cut down your energy bill significantly. For each degree you turn down your thermostat, you save 2% in energy costs.
Install a programmable thermostat. By automatically lowering the temperature when you’re sleeping or away, a programmable thermostat can save you the effort of having to manually change the temperature—that and about $100 a year.
Insulate your home. If you spend a little up front to keep your house well insulated, you won’t have to crank up the thermostat nearly as high when the temperature drops.
Installing storm windows can cut heat loss by up to 50% in most homes. Like insulation, the costs of storm windows may be high initially, but they will be paid back with gas savings in the course of a year or two.

Even during those short winter days, try to use natural light in your home wherever possible.
Kill “vampire” power. Approximately 5% of energy use from our appliances happens when we’re not even using them. Try unplugging common household appliances like phone chargers when they aren’t in use to cut out this standby power waste.
It’s well known that taking public transportation is good for the environment. But even if you don’t live near the subway, think about taking trains and buses for longer trips.
If you’re driving, there are a number of things you can do to get better gas mileage. Regularly scheduled maintenance to your car from a professional, or even just checking your tire pressure once in a while, can do wonders for your vehicle. If you’re going over to a friend’s house to watch the game, try carpooling with people in your area.
Watching the game in big groups is always more fun—and it’s good for the environment, too. Save electricity and heating by meeting up at a friend’s house or catching the game at a local bar or restaurant.
If you’re in the market for a new car, consider a hybrid vehicle. You’ll get better gas mileage and save money on fuel.

User-generated Video Contest:

NGC’s first annual “Preserve Our Planet” College Film and PSA contest will offer viewers the opportunity to highlight their own ideas on how to preserve the planet. The first-place film and PSA will be selected by a distinguished panel of judges, while the second-place winner in each category will be determined by online voting. Each winning student will receive a cash prize and the top two film and PSA winners will be flown to Washington, DC to have their work screened at the kick-off event of the annual world-wide gathering of National Geographic Explorers. Finally, winning and select finalist films will be broadcast nationally as part of NGC’s Earth Day events via NGC On Demand.

Digital Media:

The Preserve Our Planet website (www.preserveourplanet.com) is a multifaceted tool that combines blogs, news articles, and applications to educates users about environmental issues through an interactive experience. A series of blogs and comment forums in the “Green Guide” allows writers and users to dialogue about the eco-conscious lifestyle; an interactive map on “The Effects of Global Warming” explains many of the geopolitical hot spots in the fight against climate change; and a wide array of links and articles introduces users to the depth of information on environmental issues available on the web.