News One Heart Channel

Paris Without Fur Show

2012-01-18

On the catwalks of all major fashion shows, we can see an increase of coats and accessories made out of natural fur. During the last nine years the fur industry has had a constant increase in demand. Yet for many years, there are many alternatives to real fur. They are creative, natural and very fashionable. To prove and to alert the society about this problem, One Heart Channel, the first Solidary Web TV, NéoPlanète, an ecofriendly media outlet, with the support of PETA FRANCE, will organize a special fashion show « Paris Without Fur » on Thursday, January 26th 2012 at 6 pm at the l’Hôtel Fouquet’s Lucien Barrière in Paris 8ème. This glamorous and chic fashion show, organized at the end of the Paris Couture Fashion Week, will reunite the most important fashion and couture personalities. Many fashion designers, as well as original brand names, such as (Franck Sorbier, C&A, Spirit Hoods, VJ Couture, Etam..) will present their latest looks to prove that you can have a warm and chic winter without using natural fur.

Natalie Portman Creating ‘Eating Animals’ Vegan Documentary

2012-01-09

Natalie Portman’s love of animals is no mystery and she just might be turning her passion into an onscreen production. Portman is possibly heading behind the camera for a documentary based on the book “Eating Animals,” which she credits for her transformation into a fulltime vegan.

Last summer the author of the book, Jonathan Safran Foer, revealed Portman “is going to make a movie of it.”

“She wants to make a very personal documentary,” the author explained in an interview with the French site Chap. “She contacted me, she told me that she loved the book. I know her now. I will help her eventually but it will be her vision. She’s only at the very beginning.”

You may be familiar with the acclaimed book, which is a memoir about Foer’s journey in learning about what we eat. According to its official site, it “explores the many stories we use to justify our eating habits – folklore and pop culture, family traditions and national myth, apparent facts and inherent fictions – and how such tales can lull us into a brutal forgetting.”

Overall, Foer focuses on the importance of a more sustainable twist to our eating habits, especially a more humane approach to eating meat.

The 30-year-old Oscar winning actress has said in the past, “Perhaps others disagree with me that animals have personalities. But the highly documented torture of animals is unacceptable, and the human cost Foer describes in his book, of which I was previously unaware, is universally compelling.”

Portman currently has been taking a backseat to the limelight, since she had her baby Aleph with fiancé Benjamin Millepied, whom she met on the set of her movie “Black Swan.” This just might be the perfect way for the actress to get her feet wet again in the movie biz.

Are you excited for Portman’s possible next project?

Countdown To WWF Earth Hour 2012 !

2012-01-09

Join KT Tunstall at The Village, Westfield, London at 4pm on Friday 6th January for an intimate acoustic performance and special Christmas Lights Switch Off ceremony celebrating WWF';s Earth Hour 2012.

The globally renowned singer songwriter will turn The Village’s Christmas lights off to launch the countdown to WWF’s Earth Hour which will take place on March 31st 2012.

The annual event, which always takes place on the last Saturday of March, asks communities around the world to turn off their lights at home for just an hour, and share a special ‘switched off’ moment with their family and friends.

KT’s sparkling performance will also mark the launch of WWF’s nationwide competition to find one lucky community which will be given the honour of leading the Earth Hour switch off in the UK. The winning community will win a £1,000 grant to make sure that their ‘switched off’ event goes with a bang.

WWF’s Earth Hour is a simple idea that’s become a global phenomenon, with hundreds of millions of people turning off their lights to show they want to create a brighter future for the planet. Spanning a record 135 countries in 2011, this year’s Earth Hour is set to be even bigger.

WWF’s Earth Hour started in 2007 in Sydney, Australia when 2.2 million individuals and more than 2,000 businesses joined in. Last year hundreds of millions of people and landmarks from Big Ben and Buckingham Palace in London to the India Gate in New Delhi, and even as far as The Sydney Opera House, took part.

Westfield has supported WWF’s Earth Hour globally since it began in 2007 as one of the first organisations to sign up. In 2011, Westfield London became home to Rooftop Rainforest with Sky, bringing a taste of the Amazon rainforest to the city.

Cristiano Ronaldo Becomes Ambassador For Save The Children

2012-01-09

Football superstar Cristiano Ronaldo has been named as an ambassador for Save the Children.

On his first day as a global ambassador, Ronaldo presented a charity auction in aid of the charity’s newborn and child survival campaign in Egypt.

“I’m so proud to support Save the Children. I’m delighted at the funds raised during tonight’s auction and at the support of so many players from across so many different world-class teams in making it such a success,” he said. “This is the most important thing of tonight. Hope it’ll go a long way in stopping needless child deaths.”

The auction raised enough money to help Save the Children reach 7,000 children and over 36,000 adults in Egypt with access to healthcare and secure livelihoods so that those families can have a chance at a brighter future.

“Child mortality is a major global issue with over seven million children dying before their fifth birthday every year,” said Justin Forsyth, CEO Save the Children. "That’s why it’s incredible to have a figurehead like Cristiano Ronaldo at the helm of Save the Children’s Global EVERYONE Newborn and Child Survival campaign.

“With Ronaldo’s help we can raise awareness of the millions of children’s lives cut short before they’ve really begun and continue to press for action to help curb their needless deaths from preventable illness.”

Along with Ronaldo, a host of stars including Alessandro Del Piero, Leo Messi, Zlatan Ibrahimovic, Francesco Totti, Ronaldo, Iker Casillas and Ezequiel Lavezzi all donated signed shirts and sent a video message to help promote the auction.

In a football first, the auction was decorated with all the top football trophies, including the FIFA World Cup, the Club World Cup, the Champions League trophy, and the Europa League trophy.

Fabio Capello, manager of the UK team; Gianni Infantino, the Secretary General of UEFA; the Directors of Arsenal and the former directors of Manchester United and Chelsea; and other well-known football personalities also took part.

The Best 'Celeb Couples in Action' of 2011

2011-12-26

Who are the most charitable Celeb Couples of 2011? Funny you should ask because we actually designed an extremely scientific scorecard -- it';s like NASA, y';all -- to determine which famous lovebirds will have the best karma going into 2012!

Will Justin Bieber and Selena Gomez steal the stage from Katy Perry and Russell Brand? Can Prince William and Kate Middleton out-give Hollywood';s King and Queen -- Brad Pitt and Angelina Jolie -- or hip-hip royalty Beyonce and Jay-Z?? Will David and Victoria Beckham score big in the game of good? Check out below to find out!

The Scoring

++Ambassadors of Awesome: 10 points for each Ambassadorship.

++Art with Heart: 5 points for a song/album, movie or entire clothing line, 2 points for stuff like t-shirts.

++Auction Action: 2 points for each item auctioned.

++Compassionate Campaigns: 2 points for appearing in a PSA, ad, etc.

++Fierce Fundraisers: 5 points for under a million, 10 points for over a million, 20 points for stupid crazy money. (FYI, “donation” is defined as money from their own pockets, records, etc. and “fundraise” is when they help encourage others to give.)

++Do-Good Awards: 10 points per award. 5 per nomination.

++Foundation Creation: 10 points for each org founded.

++First-Class for a Cause: 10 points for each country visited on a goodwill/awareness mission.

++Give-back Galas: 2 points for attending charity events TOGETHER.

++Hometown Hero: 5 points for taking care of their roots.

++Pay-It-Forward Performances: 5 points for taking the stage for charity or hosting the event.

++Congressional Shout-Out: 7 points for speaking up on Capitol Hill.

10. K. Stew & R. Patz: They don’t suck.

++Foundation Creation: Playing a runaway prostitute in “Welcome to the Rileys” impacted Kristen Stewart so much that she wants to start her own charity for sex workers. +5

++Fierce Fundraisers: The brunette bombshell donated her autographed black Keds (who needs shoes when you’re immortal?) to raise funds for the victims of sex trafficking. +5

++Auction Action: The dashingly disheveled Brit donated a private screening of Breaking Dawn Part I to raise dough for teen girls’ education in Cambodia. +2

++Compassionate Campaigns: Robert Pattinson joined up with other celebs to promote Cancer Bites -- a blood cancer awareness effort -- at the 2011 Teen Choice Awards. +2

TOTAL: 14

9. Gwen & Gavin: Rockin’ out for relief.

++Donation Station: The No Doubt lead singer and solo artist showed some serious harajuku heart by donating $1 million to Save the Children';s Japan Earthquake-Tsunami Children in Emergency Fund. +10

++Fierce Fundraisers: Gwen also hosted a private charity tea party in L.A. to benefit the above-mentioned Japanese children’s charity. +5

++Auction Action: The pop punk princess participated in the Robert F. Kennedy Center for Justice & Human Rights annual Spring Auction fundraiser. +2

++ Give-back Galas: G-Squared attended the amfAR Gala benefitting AIDS research in Cannes, France. Oh la la! +2

++Pay-It-Forward Performances: The Bush frontman needed his guitar to play a benefit concert for a San Diego children’s hospital and a racket for the K-Swiss Desert Smash charity tennis tourney. +10

++Ambassador of Awesome: One of rock’s hottest hubbies was named to the VH1 Saves the Music 2012 Ambassador Class. +10

TOTAL: 39

8. JT & Jessica – They’re bringing giving back.

++Foundation Creation: The Justin Timberlake Foundation funds music education and more. +10

++Fierce Fundraisers: The former boy band babe hosts the annual Shriners Hospital For Children Open -- a weeklong extravaganza of golf tourneys, live music and more -- that raises millions to help sick kids. +10

++Auction Action: JT offered up 2 VIP concert tickets to provide arts access to at-risk youth. +2

++Pay-It-Forward Performances: The ex-N’sync singer puts on the Justin Timberlake & Friends Benefit Concert in Vegas and his gorgeous gf just hosted the Charity:Water Ball. +10

++Pro-Social Media: JT tweeted his patriotic date to the Marine Corps Ball. +2

++Do-Good Awards: The bangin’ Miss Biel supported the TeenNick HALO Awards while her on-and-off beau received Nick’s Big Help Award at the 2011 Kids’ Choice Awards. +10

++Compassionate Campaigns: The curly-haired crooner turned up in Ashton Kutcher’s controversial “Real Men Don’t Buy Girls” videos that comically condemned sex trafficking. +2

TOTAL: 46

7. Posh & Becks – GOOOOOOOAL for good.

++Foundation Creation: The Brit power couple created the Victoria and David Beckham Charitable Trust to support sick and disabled children. +10

++Donation Station: Soccer ‘n Spice gave away the butt-ton of baby gifts they received when Harper Seven – their fourth child – was born. +5

++First-Class for a Cause: The boy with the golden boot (that’s British for cleat) stopped by the Philippines to highlight the plight of street children. +10

++Do-Good Awards: Okay, David didn’t win one, but he did team up with one high school honoree from the TeenNick HALO Awards to show how soccer can help at-risk youth in Africa. Becks did, however, win the 2011 Do Something Athlete! +10

++Auction Action: You can’t bend it like Beckham, but you can wear it like him if you bid on the jersey he donated to the Sir (that’s British for important) Bobby Robson Foundation. +2

++Ambassador of Awesome: The Galaxy champ has been the UNICEF Goodwill Ambassador for their Sports for Development program since 2005. +10

++Compassionate Campaigns: The football phenom (that’s British for really good soccer player) wrote an oped on Father’s Day to raise awareness for Malaria No More. +2

TOTAL: 49

6. Katy Perry & Russell Brand: Outrageously good.

++Fierce Fundraisers: Instead of cupcakes for her bday (we know what happens when she gets near those), Katy Perry asked fans to celebrate by donating to ASPCA. Meanwhile “Russell’s Charitable Life” on Crowdrise is where the insane Englishman has raised almost $10,000 for the David Lynch Foundation. +5

++Donation Station: Klassy Katy donated over $175,000 from special ticket sales for her massive Californian Dreams tour to 50 different nonprofits, including more than $40,000 each to The Humane Society, Children’s Health Fund and Generosity Water, and her hilarious hubby gave an undisclosed but “generous” amount to the Hillsborough Family Support Group. +5

++Pro-Social Media: The “I Kissed A Girl” singer twit-lauded marriage equality while her man called BS on Bloomberg’s #OWS shutdown. +4

++Auction Action: Pretty in pink Perry has auctioned off VIP tickets to help stomp out bullying, a special edition Barbie doll to feed struggling survivors of HIV/AIDS, and a cupcake trampoline stage prop (obvi) to support Japan’s earthquake victims. +6

++Art with Heart: The chart-topping pop princess was featured on the Songs for Japan album that raised $10 million in aid. +2

++Do-Good Awards: Randy Russell was named “Man of the Year” by Friendly House LA, a drug addiction treatment center, and “Sexiest Vegetarian” along with Kristen Wiig by PETA while his whimsical wife saw her “Fireworks” nominated for the first-ever VMA for “Best Video with a Message.” +25

++Compassionate Campaigns: Perry popped up in a Unite for Japan PSA. +2

++Ambassadors of Awesome: The 2012 VH1 Save The Music’s Ambassador Class has been announced and Katy made the cut! +10

TOTAL: 59

5. Bey & Jay – 99 problems, but they ain’t one.

++Foundation Creation: Jay-Z’s got the Shawn Carter Scholarship Foundation plus the Two Kings Foundation launched with Lebron; Beyonce started the Survivor Foundation for Katrina victims with fellow/former Destiny’s Child Kelly Rowland. +30

++Donation Station: Hova’s 40/40 club donates to the local community in NYC and London. +5

++Hometown Hero: The concrete jungle that made Jay is close to his heart – which is why he’s working to raise millions of dollars to send at-risk New York kids to college with the proceeds from his recently announced Carnegie Hall hip-hop throwdowns, slated for Feb. 6 and 7. +5

++Auction Action: The pimped out Maybach in the “Otis” video from Jay and ‘Ye’s sick Watch The Throne album was on the block to benefit starving families in East Africa. +2

++Art with Heart: Queen B released a special workout video for the fierce First Lady’s Let’s Move Campaign and her “Run the World (Girls)” single once again proved that she believes independent ladies rule the world. King Carter is making waves with his controversial “Occupy (W)all Street” t-shirt. +12

++ Give-back Galas: Mr. and Mrs. Hova were totes adorbs at his charity carnival that raised $1M for the Shawn Carter Scholarship Foundation. +10 (double points since it was his gala!)

TOTAL: 64

4. Ben Affleck and Jennifer Garner: A better Bennifer.

++Foundation Creation: After visiting the war-ravaged region no less than FIVE times, Ben Affleck created the Eastern Congo Initiative, the first American advocacy and grant-making group completely devoted to this area. The Good Will Hunting star did his homework this time! +10

++Fierce Fundraisers: Director, actor, writer, daddy -- he’s one multi-talented hunk. Jen’s man is also a board member of Children Mending Hearts and a charitable poker player. +5

++Auction Action: For the 2011 Grads and Dads Auction on Charitybuzz, Papa Affleck offered up a set visit to his new film ARGO. +2

++Pay-It-Forward Performances: The former Alias star fought breast cancer by hosting this year’s annual Pink Party. +2

++Do-Good Awards: Ben’s hot mama was honored at a March of Dimes “Celebration of Babies” charity luncheon as a member of their Celebrity “Stork Club” Volunteers. +10

++First-Class for a Cause: The dashing Daredevil and Cindy McCain (bi-partisan, y’all!) traveled back to the Congo -- and wrote an oped about it in HuffPo – to raise awareness for the tragic region. +10

++Congressional Shout-Out: Mr. and Mrs. Affleck went to Washington – he to urge Capitol Hill to assign a special envoy to post-war Congo and she to promote children’s education. Politics just got way hotter. +14

++Compassionate Campaigns: That beautifully dimpled chin of his showed up in a Unite for Japan PSA after the devastating tsunami. +2

++Ambassador of Awesome: The gorgeous Garner serves as Save the Children’s Artist Ambassador. +10

TOTAL: 65

3. Prince William & Kate Middleton – Royal newlyweds share their love.

++Foundation Creation: The wedding watched ‘round the world had its own charity. +10

++Fierce Fundraisers: The royal couple has raised insane cash for charities like UNICEF since Wills put a ring on it at Westminster. +20

++Donation Station: The Duke and Duchess regifted their matrimonial Land Rover to a mountain rescue team. +2

++First-Class for a Cause: This international duo has a jetset agenda that’s royally jam-packed -- Denmark for UNICEF, Canada for street youths, USA for a charity polo match, and more. +40

++Give-back Galas: It’s, like, their job to attend these things. The Ark Gala Dinner. The BAFTA Bash in LA. The opening of a children’s hospital. There’s gotta be more but we’re tired of googling. +15

TOTAL: 87
2. Biebz & Gomez – These teen heartthrobs make us beliebe.

++Foundation Creation: They don’t have their own orgs yet (he can’t even vote yet, y’all) but JB is a loyal supporter of Pencils for Promise, Make-A-Wish, the GRAMMY Foundation and others while Senorita Selena is tight with UNICEF. +5

++Donation Station: Biebz is donating a chunk of the proceeds from Under the Mistletoe plus he’s launched the Believe Charity Drive while his girl Gomez urged fans to donate to Haiti this year. +10

++Hometown Hero: The half-pint hunk gave $10,000 to a food bank -- where he once lined up with his moms for a meal -- in his Canadian hometown. +5

++First-Class for a Cause: Selena headed waaaay south to support UNICEF programs in Chile. +10

++Auction Action: The Hair Who Cares auctioned off purple hot wheels and his pet boa (what else is in this kid’s closet?!) for charity and his Disney diva put 4 VIP concert tickets and a meet-and-greet up for grabs to benefit BAMA Rising, an Alabama tornado relief effort. +4

++Do-Good Awards: Justin received the first-ever MTV Voices Award at this year’s EMAs. (Guess which starlet was appropriately hosting?) and was also named the 2011 Do Something Music Artist. +20

++Art with Heart: JB was the reason for the season with a TV special that';s raising $$$ for his Believe Charity drive. +10

++Ambassador of Awesome: The Wizard of Waverly Place is also the youngest UNICEF Ambassador ever. MAGIC! +10

++ Give-back Galas: The musical match hit up the Fulfillment Fund gala together. +2

++Pay-It-Forward Performances: The Biebster crooned for college education, caroled for the Commander in Chief and continues his holiday hijinks at Stevie Wonder’s annual charity Christmas concert in LA. Not to be outdone, the Selenster headlined the annual Concert for Hope at the Staples Center. +8

++Pro-Social Media: The teen dream team went feed-to-feed in an Act-Off and pop up regularly in our Sweet Tweets series – plus Justin drew his line against digital abuse with a special FB campaign. +8

++Compassionate Campaigns: The pop princess lent her faucet to the “Celebrity Tap” campaign and her voice to “Stop Bullying: Speak Up” while her boy toy filmed a PSA against texting and driving. +6

TOTAL: 98

1. Brangelina: Mr. and Mrs. Smith really do save lives.

++Foundation Creation: Hollywood’s fastest growing clan gets extra props for starting an organization together – the Jolie-Pitt Foundation -- AND with their famously faux-hawked Cambodian kid – the Maddox-Jolie-Pitt Foundaton. Plus, Brad created the Make It Right Foundation to help sustainably re-build post-Katrina NOLA. Daaang, they founded up a fury! +30

++Donation Station: In 2011 alone, these dedicated domestic partners gave $340,000 to Somali Aid Group and $2 million to a wildlife preserve in Namibia, the birthplace of their daughter Shiloh. +10

++Hometown Hero: Papa Pitt hails from the Midwest, so he and Lady Ang donated $500,000 to Joplin, Missouri when the entire town was devastated by a tornado. +5

++First-Class for a Cause: The real-life Lara Croft went on field missions to meet refugees in Afghanistan, Tunisia, Turkey, Italy and Malta. BAD ASS. +50

++Auction Action: The Moneyball star offered a private, guided tour on eBay Celebrity for one of the New Orleans homes built by his Make It Right to raise money for the foundation. +2

++Do-Good Awards: Angelina was honored this year for her decade of passionate service as the United Nations High Commission on Refugees (UNCHR) Goodwill Ambassador. +10

++Art with Heart: Miss Jolie stepped behind the camera to write and direct an intense film about the brutal Bosnian War in the 90s, In The Land of Blood & Honey, that debuted this year. +5

++Ambassador of Awesome: It’s all about Ang – she’s been the UNCHR Goodwill Ambassador for 10 years, in case y';all weren';t paying attention earlier. +10

TOTAL: 122

How to have a 'green' Christmas

2011-12-24

Christmas does not have to be a burden on the environment. With a little effort and imagination, we can reduce the environmental impact of the holiday season. Here are some ideas to help celebrate the season while caring for the earth.

Buy Less

Some holiday gifts fill a practical need and need to be bought new. But many gifts are really gestures of thoughtfulness. You can give more while spending less.

• Not all gifts have to be store-bought. You can give more while spending less. you can give gifts that are personal and unique. Here';s a page with some ideas: Tips for sustainable giving
• Simplify the ';gift-go-round';. Feeling overwhelmed by a gift list that';s just too long? Here';s an idea to help shorten your list and simplify the family gift-giving ritual:

Buy Smart - think ';green'; • look for locally made gifts - many gifts in today';s marketplace come from halfway around the world, and the impact of transportation contributes significantly to greenhouse emissions and global warming. Local craft fairs and artisan shops are a good source for gifts that come without the added costs of transportation.
• choose gifts made from recycled sources - many individuals and small businesses have developed great products using recycled materials. Supporting these businesses helps reduce the waste stream while promoting the concept of making best use of available materials. Here are some examples for you to consider: Gifts from recycled materials
• give ';battery-free'; gifts - According to the EPA, about 40% of all battery sales occur during the holiday season. Discarded batteries are an environmental hazard. Even rechargeable batteries find their way into the waste stream eventually. Here are a few examples of gifts that have less of an impact on the environment: Naturally-powered toys
• avoid children';s toys that promote violence - there is too much violence in the world, and the new wave of video games for children is disturbing. Remember the theme of Christmas is "Peace on Earth". There are many toys and games that are fun, and nurture childrens creativity and sense of active play. Here are some examples: Educational toys and games
• ';re-gifting'; is OK - there is much discussion about etiquette behind the trend to ';re-gift';, that is, to pass on a gift you received but do not need. What';s to discuss? Re-gifting makes perfect sense. If you receive something you really don';t need, look for ways you can reuse this gift by passing it on to someone who can use it. Of course, re-gifting needs to be done with care so as not to offend the original giver, but keeping a gift you don';t need is wasteful.

and then remember to CONNECT WITH NATURE, LOWER YOUR CARBON IMPUT and RECYCLE

Angelina Jolie Sets Up Charities for Her Kids

2011-12-18

Angelina Jolie is giving her kids a head start on humanitarian work by setting up charities for each of them in the areas they were born in. Jolie, who is a goodwill ambassador for the United Nations, has decided that each of her adopted children will have a part to play in helping the communities they are originally from.

Jolie has six children, three biological and three adopted. In 2005, she became the proud mom of Zahara Marley, who she adopted from Awasa, a small town in Ethiopia. Recently, Jolie and partner Brad Pitt announced that they would be establishing a medical center to treat AIDS and tuberculosis in the country where Zahara was born. The medical center will be placed in Zahara’s name.

Pitt and Jolie did the same type of charity work for their oldest son Maddox. The Maddox Chivan Children’s Center was founded in February of 2006 in Phnom Pehn, an area in Cambodia. The charity that Maddox represents offers programs and multidisciplinary care to more than 600 children in Cambodia infected and/or affected by HIV/AIDS.

Pax Thien, Jolie’s son adopted from Ho Chi Mihn City, Vietnam, does not have a charity established in his name yet. But it is only a matter of time. Jolie is quite good at starting up charities all over the world.

In an interview with Anderson Cooper, which airs on Dec. 19, 2011, the actress spoke of her reasons for opening charities in the areas her children were born in.

She told Cooper, “They have programmes in their countries (for) each of them we’re starting. There’s a TB/Aids clinic being built for Zahara; there’s a clinic already for Mad. So each of them will take that responsibility. They are from their country and they are of their country and they should know that, it’s part of their family, we are their family but so is their country.”

It is unclear when Jolie and Pitt will establish charities for their other three children –Shiloh, Knox and Vivienne. If the stars do create charities for their other three children then expect to see them established in their birth countries of France and Namibia.

Bill And Chelsea Clinton Host Millennium Network Event

2011-12-18

Chelsea Clinton, Paul Rudd, and hundreds of rising leaders and philanthropists joined Bill Clinton in New York on December 8 in support of the Clinton Foundation';s innovative programs that are improving global health, promoting healthier childhoods, strengthening economies, and protecting the environment.

Inspired by President Clinton’s vision to encourage the next generation to address global challenges, the Clinton Foundation’s Millennium Network invites future leaders and philanthropists to get involved in the work of the Clinton Foundation — improving global health, strengthening economies, promoting healthier childhoods, and protecting the environment.

Adrian Grenier and Peter Glatzer's SHFT: Saving The Planet, One Shift At A Time

2011-12-15

Peter Glatzer and Adrian Grenier have a simple goal -- to help save the planet, one "shift" at a time. That';s the founding principal of SHFT, their digital media platform that allows users to read, watch, shop and share all things sustainable.

Now, before you chalk it up as just another "green" idea from a couple of holier-than-thou Hollywood types -- Glatzer is an independent film producer and Grenier is an actor and filmmaker best known for his role on HBO';s "Entourage" -- consider their philosophy for a minute. The idea is not to "wag a finger," as they say some environmental organizations do to anyone who doesn';t upend their lives, but to encourage people -- through SHFT';s original videos, marketplace and pop-up shops -- to embrace subtle shifts in consumer and lifestyle behavior.

If, for example, you';re going to buy an iPod dock already, why not buy one that';s solar powered or made from sustainable materials? It';s the same music, but better for the planet.

"So if you';re buying that iPod dock, number one, you';re getting something that tells a narrative to your friends or anyone that sees it, which is kind of cool in and of itself," Glatzer says. "And two, you';re voting with your dollars. In a small way, you';re changing the way we consume, the way businesses make stuff. And those things add up."

While the so-called green space has crowded in recent years, Glatzer and Grenier saw a void for products and ideas appealing to the non-treehugger set. "We wanted to throw a brick through the glass of environmentalism," Glatzer says. The result is a sharp online portal that celebrates design and social responsibility -- and features few references to "green" or "eco-friendly." The site';s tagline is "Curating the Culture of Today';s Environment." It';s a role Glatzer and Grenier, who met about six years ago through a mutual friend, take seriously. Through their store, they hope viewers and shoppers will come for the style and substance on their merits, not because they';re desperately trying to save the planet.

"What makes something SHFT-worthy?" Grenier asks. "It';s design first. You have to want it first in order to even start engaging. Would I really want this thing? That';s the criteria. And the follow-up is sustainability."

Increasingly, companies of all kinds are discovering that content can be essential in connecting with customers. For SHFT, it';s a cornerstone. The site produces several original series, including "Lighten Up," which follows bands that try to reduce their carbon footprints on tour, and "Gardens NYC," a look at idiosyncratic New Yorkers in search of "their own patch of green in a concrete city." The content appears to have struck a chord, with SHFT collecting two Webby Awards this year.

"It';s just such a powerful tool," Grenier says. "With us, we come from such a narrative background, as filmmakers, so it was a natural thing for us to delve into."

Glatzer and Grenier recognize that they';ll never create an eco-friendly online superstore -- nor is that their intention. The company, which connects consumers with makers of cool stuff and facilitates the transactions rather than housing inventory itself, is as much about raising awareness as it is trying to move the bamboo cereal bowls and cork iPad cases found in the SHFT marketplace. The goal, in part, is to serve as a catalyst in shifting consumer behavior enough that major corporations will shift too.

Already, some are. SHFT has established various partnerships with larger companies, including Stonyfield Farm, Marvell Semiconductor, Estee Lauder and Virgin America. And some high-profile advisers have signed on too, including Arianna Huffington, president and editor-in-chief of the AOL Huffington Post Media Group, and Richard Branson, the founder of Virgin and a member of the HuffPost Small Business Board of Directors. (The Huffington Post is also a content partner of SHFT';s.)

SHFT';s latest big move came earlier this month, when Glatzer and Grenier announced a collaboration with Ford -- a 10-part video series focused on innovation in the auto industry and beyond. "We are working with organizations such as SHFT because they share a similar philosophy -- looking at the small and large actions that can make a real difference in a creative and authentic way," John Viera, Ford';s director of sustainability, said during the announcement.

But there';s plenty of opportunity for smaller players to get into the action, as many of the vendors featured in the SHFT marketplace are independent businesses -- an added benefit of the platform. "It';s such a positive casualty," Glatzer says. "';Casualty'; is a pejorative, but I mean it in the most positive sense. We find little companies all the time that are doing wonderful things that don';t have the platform we have. We feel so good about that. That';s one of the services we provide on the other side." (Glatzer encourages any makers of potentially "SHFT-worthy" wares to simply reach out to them at info@shft.com.)

While the content and products have resonated with consumers, it also doesn';t hurt to have a little star power in-house. For eight seasons on the popular "Entourage," Grenier played movie star Vincent Chase, and while Grenier';s hard-partying, Hummer-driving Hollywood alter ego doesn';t have much in common with the socially conscious Brooklyn-dwelling actor and activist, he admits he';s happy if any of his on-screen works brings attention to his entrepreneurial endeavor.

"Sure, it helps," Grenier says. "But it';s funny, without a good business, without good content, it really doesn';t help. You can get attention, but you can also get negative attention. Generally, I think people are respectful of the fact that I';m multifaceted. People have seen my documentaries. People know I';m not Vinny Chase."

"Where he chooses to leverage his fame is admirable," Glatzer says. "He does it in a real smart, responsible way."

Up next for SHFT -- additional series and partnerships and the December launch of SHFT House Wines, sourced from sustainable and biodynamic vineyards. Two years in, Glatzer and Grenier say they couldn';t be happier with their venture';s steady growth.

"It feels organic," Glatzer says. "Excuse the pun."

New UN iPhone Application Highlights Role of Ecosystems in Tackling Climate Change

2011-12-15

The iPhone application provides users with in-depth information on the vital role of coastal and terrestrial ecosystems in both storing and sequestering carbon.

The Blue Carbon concept aims to promote better management of coastal ecosystems such as mangrove forests, seagrass meadows, saltwater marshlands, which serve as vital ';carbon sinks';, and can store, in the case of mangrove forests, up to 1,900 tons of carbon dioxide per hectare.

Information on other key climate initiatives, such as Reducing Emissions from Deforestation and Forest Degradation (REDD) is provided.

The UNEP application also highlights the valuable natural services provided by ecosystems, such as the protection of shorelines from storms, support for fisheries and provision of materials such as timber and medicine.

According to UNEP';s Forests in a Green Economy report, released earlier this year, forest ecosystems provide more than a billion people with incomes and employment and contribute approximately US$ 468 billion to the global economy. Equatorial rainforests also contain around half of all plant and animal species known on Earth.

Yet many of these vital ecosystems are disappearing at an alarming rate, due to deforestation, pollution from agricultural run-off, water diversion and other factors.

The Blue and REDD Carbon application provides a variety of suggestions and guidelines to show how individual actions (such as buying sustainably-sourced fish) can help limit the environmental degradation of coastal and terrestrial ecosystems.