integrating sustainability themes into media - Collaborating Centre ...

Short description of
campaign/project
was to reduce her meat consumption given the preferences of her husband.
Other issues, such as recycling, were much more easily adopted.
Involvement of government officials for creating Echt Elly
The script for the show was developed in a process of dialogue between
ETV.nl, Elly Lockhorst and government officials.
n.a.
Duration 13 weekly Echt Elly episodes were broadcast in the autumn of 2008.
Background/history ETV.nl is a regional educational public broadcaster in the Netherlands which
came into existence in 1999. A primarily goal of ETV.nl is to communicate
sustainability messages and content to people with migrational and lower
socio-economic backgrounds. Financing for ETV.nl is provided primarily by
regional and national governments, although there is some financing from
private and NGO sources.
Motivation/goals Echt Elly aims to raise awareness of sustainable consumption issues in an
entertaining format. Topics such as transport distances for products, working
conditions of distant production workers, energy and resource waste, and
the potential to save money through sustainable consumption as explored.
Sustainability topics addressed • Sustainable consumption: green consumerism, fair trade/social
issues.
Strategy to promote sustainability • Involving entertaining storytelling
• Showing celebrity role-model behaviour
• Use of interactive web platforms for further discussion on the program
• Depicting how “easy” it can be to change some things without much
effort.
Tools/activities to communicate
sustainability
Design/language/presentation of
content
Organisation of project n.a.
Short description of media
system/legislation
TV show: Audience members watch Echt Elly on television and are
encouraged to discuss the content with family, friends, colleagues and
community members.
Teletext: The audience can use a teletext service to locate additional
information resources connected to the program.
Internet: The audience is invited to share stories and experiences on the
ETV.nl internet webpage (blogs, contact information etc.).
Education/information material: ETV.nl provides easy to understand
sustainability education/information material that is relevant to everyday
living on their internet website. There is material targeted to specific
audience demographics in addition to materials that are relevant for schools
and other educational facilities. All materials focus on the means by which
people can practice sustainable consumption in everyday life.
Appealing, motivating, language the target group can identify with, using
music (of Elly Lockhorst) as an element to promote sustainability issues,
humorous, authentic, creative.
TV system:
Until 1987 there were only two public broadcasting networks in the
Netherlands. After 1987 television programming expanded, mainly through
the introduction of a third public network in 1988, and of four commercial
networks since 1989 (RTL-4; RTL-5; Veronica; SBS6). The growth of new