integrating sustainability themes into media - Collaborating Centre ...

Good practice media examples
General description
Country Germany
Name of the media format Die Graslöwen (Broadcaster: KI.KA), www.grasloewe.de
Media genre Entertainment TV / children’s program
Name of the campaign/project Graslöwe – Mach Dich stark für deine Umwelt
Short description of media format Die Graslöwen is an entertaining children’s program that tells the story of
five children who design their worn TV program that deals with
environmental topics. During their investigations the child journalists
discovered many sustainability topics related to their everyday lives and they
uncovered many environmental issues connected to their lifestyle.
Short description of
campaign/project
Die Graslöwen was produced as part of a collaborative effort between the
ARD & ZDF networks’ Kinderkanal (known as ‘KI.KA’) and the Deutsche
Bundesstiftung Umwelt. In this partnership three additional entertaining
children’s TV programs dealing with sustainability issues were produced
(der verzauberte Otter, die Hollis, die Hydronauten).
Duration Die Graslöwen was first broadcasted in 2003 on KI.KA and rebroadcast a
number of times on KI.KA and on the parent stations ARD and ZDF. The
program was also broadcasted in France, Sweden and Finland.
Background/history The partnership idea behind the “Die Graslöwen” and other TV programs
initially came from the Deutsche Bundesstiftung Umwelt.
Motivation/goals Die Graslöwen aims to inspire curiosity among children in relation to
environmental issues and to encourage exploration of everyday lives
through (1) positive environmental protection examples (e.g. saving water
and energy, recycling) and (2) environmental problems (e.g. littering tins and
other rubbish). The program promotes engagement of children with
environmental topics encourages discussion with family members and
friends. The characters in the TV program serve as role-models.
Sustainability topics addressed • Sustainable consumption: topics like green consumerism and fair
trade/social issues.
• Environmentally friendly living: climate change, energy/resource
efficiency issues.
Strategy to promote sustainability • Using TV programs as a basis for further dialogue and reflection of
sustainability topics in everyday life
• Fostering media literacy through workshops among the target-group,
partners and school teachers
• Providing educational material to schools
Tools/activities to communicate
sustainability
1) Graslöwen TV
Die Graslöwen is part of the “Graslöwen TV” sustainability media
partnership. In this partnership four children's programs were produced to
promote environmental protection issues and sustainable consumption
among younger children.
2) Graslöwen clubs
Graslöwen clubs were created to motivate and encourage children to save
their environment. A local club can be founded by any child in Germany
interested in engaging friends and family members on the topic. Some
school classes founded Graslöwen clubs to protect the environment. All
Graslöwen club participants are recognised with a certificate.