Here at ScriptPhD.com, we pride ourselves on being different, and we like thinking outside the mold. So for Earth Day 2010, we wanted to give you an article and a perspective that you wouldn’t get anywhere else. There is no doubt that we were all bombarded today with messages to be greener, to use less, to be more eco-conscious, and to respect our Earth. But what is the underlying effect of advertising that collectively promotes The Green Brand? And has the Green Brand started to overshadow the very evil—environmental devastation—it was meant to fight to begin with? What impact does this have on the future of the Green movement and the advertising agencies and media that are its vocal advocates? These are questions we are interested in answering. So when we recently met Matthew Phillips, a Los Angeles-based writer, social media and branding expert, and the founder of a new urban microliving movement called Threshing, we were delighted to give him center stage for Earth Day to offer his insights. What results is an intelligent, esoteric and thoughtful article entitled “Plastic Beads and Sugar Water,” sure to make you re-evaluate everything you thought you knew about going green. We welcome you to contribute to (and continue) the lively conversation in the comments section.
Much of today’s messaging about the environment, green initiatives and ways for the public to make a difference physically and fiscally are centered around media and advertising. To wit—even amid the deepening recession, one market has seemed to defy the economic downturn: green and environmentally-friendly product launches. Sadly, however, a large and growing subset of the eco-conscious creative collective is enveloped in hyperbole and hubris, a term the industry has labeled “greenwashing” that we will discuss in much greater detail in another article. It was natural then, that as part of our Earth Week coverage, ScriptPhD.com undertook green advertising as part of our continuing “Selling Science Smartly” series. Here, we profile a case study of several impressive (and effective) campaigns by the West Coast-based RIESTER, including work on recycling, clean air, and the first fully-integrated municipal sustainability campaign in the US. We also had an opportunity to speak with RIESTER’s executive team, who provided insights into their creative strategy, why green advertising is more challenging than ever before, the crucial importance that interactive played in their success, and why every agency should be blogging more.
Back in March, we reviewed the stirring documentary Tapped, which chronicles the harmful environmental and health impact of our bottled water addiction. Since our World Water Day 2010 coverage, the filmmakers have embarked on an ambitious “Get Off The Bottle” 30 city, 30 day bus tour, set to conclude on April 22, Earth Day. Tapped director and producer Stephanie Soechtig took time out from the tour to talk to ScriptPhD.com about the tour, their efforts to educate people about bottled water, how the film’s release has impacted her, her wishes for changes in the advertising and marketing of bottled water, and things we can all do to make that happen. Day 2 of our Earth Week coverage continues on the theme of how valuable water is to our environment. For our interview with Stephanie, please click “continue reading.”
Happy Earth Week 2010, everyone! Here at ScriptPhD.com, we have devoted a number of articles to environment, sustainability and eco-awareness as part of our continuing “It’s Not Easy Being Green” series. This year, in celebration of the 40th anniversary of Earth Day, we are devoting the entire week to articles, interviews and profiles of companies, individuals and content that raises awareness of sustainability efforts and new ideas for the green science revolution. Because water lies at the heart of most modern environmental crises, we kick off Earth Week with CaptainPlanet’s review of the stellar new DisneyNature documentary Oceans, a truly spectacular oeuvre that celebrates the majesty of our most important and delicate resource. We also include a number of practical, easy things you can do right now to make a difference globally by acting locally. For our Oceans review and to find out what you can do to help protect our Earth’s water supply, please click the “continue reading” cut.
Last year around this time, ScriptPhD.com posted Breaking Bad, Chemistry Good, an in-depth article about AMC’s breakout hit Breaking Bad, and its stunningly accurate science content. Walter White, the show’s anti-hero, is a cancer-stricken high school chemistry teacher who starts cooking and dealing methamphetamine for financial security. In our article, we highlighted several clever uses of chemistry throughout the show’s run that not only integrated brilliantly into the plot but had realistic real-world applications as well. What a difference a year makes! Last week, Editor Jovana Grbić sat down with Breaking Bad‘s delightful Creator and Executive Producer Vince Gilligan to talk about the show’s origins, the science, and some behind-the-scenes secrets that will surprise even dedicated fans. We hope you enjoy reading our interview as much as we enjoyed chatting with him. The secrets of Breaking Bad, under the “continued reading” cut.
Society’s unequivocal fascination with science and scientists, reflected by a growing presence as staples of film, television, and popular culture, has only been magnified by the enigmatic (and seemingly impenetrable) aura in which they are enveloped. Their studies decidedly abstruse, their coded language unintelligible, their habits quirky and eccentric, the world of the scientist has been an audiovisual shroud of mystery—until now. In perhaps the most authentic, unfiltered, extemporaneous portrayal of scientists in their environment ever recorded, new documentary Naturally Obsessed: The Making of a Scientist welcomes the lay audience into the laboratory as silent observers. No reservations, no restrictions, no preconceptions. The result is an emotionally stunning masterpiece that connects us to scientists as people, reaches out across professional divides, and places PhD students, the backbone of the modern scientific laboratory, under the microscope for the first time. ScriptPhD.com recently screened the movie with a group of UCLA PhD biology students. Under the “continue reading” cut is our review, along with an honest roundtable discussion that included reaction to the movie, its parallel to their lives, and the training of modern scientists.