Monday, January 17th, 2011 | Global Cool | No Comments
We announced our partnership with the British Independent Film Awards (BIFA) towards the end of last year. Among the people we spoke to about ‘greening’ film at the BIFAs was Colin Firth (see the video below).
With Colin picking up a Best Actor award at the Golden Globes last night for his most recent role, in the British film The King’s Speech, and with the film tipped to go on to great success at the Oscars, this seemed like an apt moment to reflect on Global Cool’s role in British film.
Global Cool is extremely pleased to be working with the British Independent Film Awards to help deliver advice for films makers about green behaviour and lifestyle placement in films. The concept of behaviour and lifestyle placement has grown out of the success of product placement in TV, films, books, music and celebrity culture in influencing brand popularity and shopping habits. Brands routinely ‘place’ their products in films, often paying large amounts for this. An example of this is seen in the film Valentine’s Day and Blackberry phones. It may be that products littering our screens, newspapers and radio waves soon become part of societal norms or that people aspire to be part of celebrity culture, either way, people emulate what they see and brands reap the profit returns.
The advantage of using ‘placement’ isn’t confined to brands and companies anymore. Treating pro-social and pro-environment lifestyles as a product, recently the NBC network has ‘placed’ and incorporated green living into its TV programmes, with group bike rides, recycled shopping bags, cardboard recycling obsessives and an Al Gore appearance as some examples. More recently than this, the charity Drinkaware has released research highlighting the excessive role alcohol plays in British Soaps. It is calling for healthier lifestyles to be demonstrated in British Soaps, as well as the negative impacts of drinking to be portrayed. It is believed that normalising the negative consequences of drinking will change social acceptance of excessive drinking.
Global cool agrees with “greening” our TVs and films and the positive impact it will have on viewers. The power of persuasion for living pro-environmentally should be harnessed, and Global Cool is excited to be a part of this in the British film industry.
What do you think about the idea of “greening” film and television?
We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener
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