Creative Economy: A Feasible Development Option

2The development dimensionBox 2.13EcoMedia, moving to actionEcoMedia is an innovative media company based in New York that creates advertising and sponsorship opportunities that help fund critical environmentalprograms through collaboration with corporate sponsors, local governments, environmental agencies and advocacy groups. EcoMedia gainedinternational recognition for its success in establishing effective public-private partnerships to create and initiate innovate ways to address urgentenvironmental challenges.EcoMedia, which has recently become a CBS company, has given some of the world’s most famous brands a way to meet their marketing and socialresponsibility objectives while making a real positive change to the environment. With proceeds from advertising through television, radio, new media,print, and outdoor signage, EcoMedia has raised funds for environmental projects in cities throughout the United States. For example, over $1 millionhave been raised for the City of Long Beach, California, which has helped to green Long Beach Airport with an innovative solar installation and hasfunded numerous environmental education, outreach and research projects. In another example, over $1 million have been raised for the City of Miami,funding tree planting, greening buildings including Miami City Hall, installation of storm water filters throughout the city, and removal of abandoned boatsfrom the bay.Source: EcoMedia, www.ecomediacbs.comIn summary, many creative industries and corporatebusiness are embracing innovative approaches and responsibleinitiatives to preserve the environment. Incoherent policies,restrictive regulations and a lack of information can seriouslyhamper attempts to change the way business is done, byboth SMEs and large multinational companies. In order toaddress these issues, the business community must bebrought into the heart of policy debates. Strategic allianceswith governments, academia, international institutionsand civil society play an important role to move ahead thisagenda through concrete initiatives.70 CREATIVE ECONOMY REPORT 2010