When Are We Going To Kick Our Habit?

There are a bunch of loud whiny voices out there all upset that plants come in plastic pots which may end up in a landfill.

These are the same people who cheer when any other consumer product is packaged in a way that cuts waste 10%, yet they conveniently ignore that the product IN the package (running shoes, laser printers, plastic toys) is itself likely to end up in a landfill within 2 years.

No other product helps the environment at all, and most actually do harm. Plants are the only thing that actually do good: they clean the air, reducing carbon and creating oxygen. They prevent erosion and runoff, create shade and reduce energy costs while providing beauty and wildlife habitat. And they get better at doing it every single year!

So why won’t the whiners cut us any slack?

So what if our plastic packaging isn’t ideal – we aren’t 100% perfect. Big deal. The bad we do is insignificant compared to the good, right?

Why can’t they see that?

Who do they think we are, Mother Teresa?

Where it hung before being taken down.

Creator’s Commentary: I first thought of this analogy at the same time as “superman,” when at a meeting with the EPA it was obvious that governemnt regulators did not care if the product IN the packaging helped the environment, the plastic pot was all they could see. How serious of an issue is the use of plastic nursery containers?

This particular poster was taken down mid-way through the ANLA Clinic becasue of its offensive imagery. Someone walking through the hotel (not a Clinic atendee) saw it and caused quite a scene, from what I heard later. I was not there. Bob Dolibois diffused the situation by removing the poster. I think he thought I would be upset at the unreasonable censorship and demand that it go back up, but my reply was, “Well, it offeneded me too!” and “Mission accomplished.” There was, perhaps, more discussion about the poster after it was banned than there was before.

I was asked if the photo of Mother Teresa was fake. The answer is, yes, of course. The cigarette and the smoke were added in Photoshop. I thought of putting a Zippo or a pack of Camels in her hands. I apologize for corrupting a religious icon. I am not Catholic, so I do not ascribe anything beyond piety and godliness to Teresa. However, as a Christian, I do not like when artists cheaply debase pictures of Christ to make a point. I would never have considered altering an image of, say, the Last Supper or Jesus on the cross. I see a difference, but maybe this poster should not have hung in the first place?

In any case, this is the only poster that I brought home and it is in my office now.

~Art

Plant More Plants

This spring the Chesapeake Club is kicking off a campaign called “Plant More Plants.” They are airing TV ads in the Metro DC, Baltimore, Richmond, and Hampton Roads markets. They have produced two 30-second ads that encourage homeowners to aid the Chesapeake Bay by planting more plants, thereby reducing runoff.

Competition: “Yard of the month? Try yard of the century…”

War: Children wage war on runoff with a beautiful yard.

This is amazingly cool for the green industry. Someone has gone and done what we couldn’t do ourselves: made a major media campaign to promote plants. So who is the Chesapeake Club, why are they gifting us this free advertising, who’s paying for it and how can we take this and run with it?

The Chesapeake Club is a public-relations offshoot of the Chesapeake Bay Program, which is a “partnership of people and organizations, ranging from federal and state agencies to local governments to non-profits and academic institutions.” So, who is that, really? The key partners are government entities, including Virginia, Maryland, Pennsylvania, the District of Columbia and the EPA, as well as many cities and local governments.

The first media campaign by the Chesapeake Club aired in 2008-2010 with the tag-line: “Save the crabs, then eat them.” The purpose of the ads was to convince homeowners to skip application of fertilizers to their lawns in the spring.

“They should perish in some hot, tasty butter…”

When it comes to the “Plant More Plants” initiative, the Virginia Department of Conservation and Recreation (DCR) is coordinating the campaign, which was funded by a $500,000 grant awarded in 2008 by the National Fish and Wildlife grant program.

Aren’t we fortunate they decided to make the center of their awareness campaign the need for increased use of our product instead of the negative aspects of keeping the grass green? The Virginia DCR deserves a thank-you note, but the “Plant More Plants” concept wasn’t the Chesapeake Club’s idea, or the EPAs or any of the partners of the Chesapeake Bay Program. Who do we have to thank?

According to Gary Waugh of the Virginia DCR, the ad agency BCF, of Virginia Beach, created the new strategy based on a very broad directive “to encourage personal stewardship to improve the environmental quality of the Chesapeake Bay.” They thought a positive message about plants might be  better than a negative message about fertilizer. So… thanks, BCF! You guys rock!

Garden Centers and Landscape companies can sign-up and be listed on the “Plant More Plants” website. Those who do will get to have access to marketing materials and may be able to use the “Plant More Plants” facebook page to promote their own “Bay-friendly” landscape practices. But as of this writing, only six garden centers and fifteen landscape companies are involved!

To sign-up, send Gary Waugh an e-mail.

How long will this campaign run? The Chesapeake Club has pretty much spent all of the grant money on producing the ads and buying air-time. As with the “fertilizer” campaign, they will conduct pre-and-post consumer awareness surveys. If the results do not show that the ads are effective, they will try a different approach in the future.

We don’t want that to happen! We as an industry really MUST get behind this and support it, promote it, and blow it up.

So, what do we do? How can we take this and run with it?

Spring Delivery

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~A