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IN THIS ISSUE

Publishers Note
Thinking Green
Graph Expo GREENspace
More Thinking Green
Quote Of The Month
The New GDUSA Store

PUBLISHERS NOTE: FEAR OF THE FTC

The FTC is on the verge of releasing an updated version of its Green Guides, used to enforce environmental marketing claims. The guides are getting a long-overdue makeover — it has been a dozen years — in light of the explosive interest in environmentally-friendly goods and services. The agency is expected to raise the bar for use of certain terms ranging from "recyclable" and "biodegradable" to "carbon neutral" and "carbon offsets" to "eco-friendly" and "sustainable. The new rules may also undermine the basis for some of the 300 environmental seals of approval now in use. The Obama Administration is becoming aggressive about challenging greenwashing claims, and panic is spreading reportedly among advertisers and consultants who catastrophize the end of green marketing as we know it. Clearly, everyone in the communications world should get to know the new Guides when they come out. But having practiced some FTC-related law — do you know what cosmetics really do to your skin? — I suggest everyone calm down. The initial release is only a draft subject to public comment, and any crazy rules can be refined based on industry feedback. Moveover, the basis for FTC enforcement policy is that an advertiser tell the truth and be able to substantiate claims. Stay within the realm of credible and reliable evidence, you should be have nothing to fear but fear itself.

— Gordon Kaye

THINKING GREEN

Graphic Designer Rolls Graphic Designer Rolls
Mayor Villaraigosa, in partnership with Los Angeles County Bicycle Coalition, has declared graphic designer and cyclist Geoff McFetridge winner of the Bike Awareness and Safety slogan contest. The "Give Me 3? bus shelter posters will be seen on 1,000 ads, and refers to support of 3 Foot Passing legislation that would give bikers more room to ride. The winning slogan was submitted by Danny Gamboa of Long Beach CA. Other sponsors of the effort to make the City of Angels a more bike friendly place include LADOT, LAPD and Midnight Ridazz.

Beyond The Cup
Nestlé is the latest major corporation to invest substantially to become more sustainable, in this instance expanding its reach into sustainable coffee farming, making its factories more efficient and reducing its packaging. Beyond the Cup: The Nescafe Plan aims to double the amount of Nescafé, the instant coffee, that it buys directly from farmers. They also intend to increase its number of agronomists and field technicians. To reduce its direct impacts, Nestlé is investing funds into its own factories to reduce energy and waste, and to use spent coffee grounds as fuel in all factories.

Human Focus
Sagi Haviv of Chermayeff & Geismar designed this new symbol for Conservation International. The group's mission is being fundamentally redefined to "protect nature for the well-being Human Focusof humanity" rather than the more abstract notion of simply "protecting the environment." The identity — a blue circle underlined in green — symbolizes the planet, emphasized, supported and sustained. The mark can also be seen as a unique human form. Haviv says that the power of the symbol is "embedded in the simplicity." The former symbol was of pristine wildlife.

EVENT SPOTLIGHT: GRAPH EXPO

Graph Expo, expected to be the year's largest graphic communications exhibition and conference in the Americas, is making room for the environment. For the sustainable-minded, the event has added GREENspace, a one-stop destination on the show floor for green information, education, products and services.greenspace Special attractions include a "consultants corner" with free one-on-one consulting with sustainability experts; several special exhibitors with sustainability-focused products and services; a printed directory/guide to Graph Expo exhibitors offering eco-friendly products and services; and a theater displaying multiple presentions on sustainability. SFI and GDUSA are the sponsors. Graph Expo takes place October 3-6 at Chicago's McCormick Place.

Video on GREENspace...
http://www.graphexpo.com/Attending/WhyAttend/GREENspace.aspx

MORE THINKING GREEN

Recycling With A Smile
Recycling With A Smile Hull Creative's "Recycle More" is a city wide campaign to raise awareness and promote recycling in Boston. Photographs feature exaggerated scenarios in which people are featured with objects that are, not so coincidentally, recyclable. All images are relatable to Bostonians — including Red Sox and Patriots references — showing that in all situations, recycling is possible. The campaign is featured on all forms of mass transit— bus exteriors and interiors, subway cars and station platforms, and free standing wall posters throughout the city. Says Caryl Hull: "With catchy phrases like 'Recycling, Good Karma,' 'Recycle, after Every Meal,' and 'Recycle, Good Sportsmanship,' we are promoting recycling with a smile ... a feel good thing to do."

Re-nourish Joins
Re-nourish.com has joined the Environmental Paper Network, a coalition of environmental groups, in an effort to move the pulp and paper industry toward sustainability. Re-nourish is commiting to the coalition's Common Vision, which focuses on minimizing paper use, increasing recycled content, supporting clean pulp and paper production, and encouraging responsible fiber sourcing. "Joining the EPN is a critical step for us," says Re-nourish content lead Jess Sand. "Graphic designers play a critical role in the world of paper purchasing, and we need to close the loop between designers, manufacturers, distributors, and the rest of the marketplace if we're going to change the way paper is made."

Nature Needs Heroes
Nature Needs Heroes Timberland, no stranger to environmentally-focused marketing, has launched its biggest campaign yet. Nature Needs Heroes showcases Timberland's Earthkeepers collection, made with materials like recycled rubber and recycled PET. Print, TV and retail ads, as well as a microsite and social media are involved. Leagas Delaney is the agency; Holst created the 3-D window displays and microsite. Jim Davey is Timberland's VP, Global Marketing. Light-hearted humor conveys the serious message that even small acts of environmental action make a difference.

QUOTE OF THE MONTH

"This campaign marks the culmination of our work to connect consumers to what we're doing as a company to have a positive environmental impact. It's our biggest and best effort to date to not just share our own stories and initiatives, but to also engage consumers in a broader effort to care for the environment... We hope the variety of elements in this campaign -- from digital and social to in-store to more traditional media -- might encourage all consumers, no matter where they see us, to be drawn in. We want to give consumers the opportunity to learn more about what Timberland is doing to help protect the outdoors, as well as support them in taking environmental action themselves -- whether that action is buying a pair of boots or planting a tree."

-- Jim Davey, Timberland's Vice President of Global Marketing, on the Nature Needs Heroes Campaign

MORE THINKING GREEN

Generating Buzz
Generating Buzz The Banrock Station winery in England has created the world's (hopefully the last?) first ad with live bees. The billboard calls attention to the mysterious disappearance of honeybees. The ad uses queen-bee pheromones to attract a swarm of bees (as many as 100,000, according to the BBC) from a nearby honey farm to spell out an "SOS" message on a billboard. The winery is also donating money to the bee cause for every bottle sold.

Finger Pointing
Consumers remain skeptical about the intentions of businesses to "go green." A poll by Gibbs & Soell Public Relations this summer found that only 16 percent of consumers strongly believe that companies are deeply committed to being environmentally responsible. 48 percent said some companies were committed and 25 percent were disbelievers. Interestingly, business execs are not all that gung ho either; Fortune 1000 execs were recently polled as well and only 29 percents said that most companies are committed to going green. Many of the businesspeople blamed consumers for not being willing to put thir money where their mouth's are.

Slowalk
Slowalk The Korean group Slowalk puts its graphic design skills in the service of positive social causes; it's latest target is a government project to dam four main rivers. Alarmed by the possible deterioration of the natural habitat, Slowalk has created a poster showing the stylized images of a dozen animals and plants that environmental groups say willl be harmed if the dam plans go forward.

veerTHE NEW GDUSA STORE

GDUSA has teamed with Veer to offer creative professionals the most fun and interesting merchandise available. Current offerings include the following items and much more.

shirt

1. Helvetica Notebook
Choose sides in the design world's love/hate relationship with Helvetica, or have it both ways. This two-sided 192-page notebook features a loving quote in Helvetica Std on one cover, then flips to reveal a darker intent. A center divider keeps the peace.

Comic Sans Love T-Shirt

2. Comic Sans Love T-Shirt
There's no denying the pervasiveness of Comic Sans. How do you feel about it, deep down in your heart? Love it, love to hate it, or hate that you love it — this t-shirt conveys the mixed emotions on a comfy gray American Apparel T-shirt.

zipup

3. Kern Zip-Up
Next time you have to explain kerning to a layman, you'll have a live demo just a zip away. The soft navy blue fleece on this fitted lightweight jogging jacket won't pill.

http://gdusa.com/veerstore/

Veer provides visual elements for use in professional creative work, such as graphic design, motion design, advertising and filmmaking. Products include stock photography, illustration, typefaces, and unique merchandise.

NOW ON GDUSA

Read and download the results of our 47th Annual Print Design Survey sponsored by xpedx and UPM

http://gdusa.com/issue_2010/06_jun/feature/index.php

CURRENT GUIDES FOR USE OF ENVIRONMENTAL MARKETING CLAIMS

260.1 Statement of Purpose.

260.2 Scope of Guides.

260.3 Structure of Guides.

260.4 Review Procedure.

260.5 Interpretation/Substantiation.

260.6 General Principles.

260.7 Environmental Marketing Claims.

260.8 Environmental Assessment.

Authority: 15 U.S.C. §§ 41-58
http://www.ftc.gov/bcp/
grnrule/guides980427.htm