Big companies often kick off promotional initiatives to tell about their products based on green technologies—just like Nissan with is Leaf Hybrid or Volkswagen with the ThinkBlue international program to name but a few. Panasonic Corporation of North America, which is one of the biggest global corporations committed to using innovative eco-friendly solutions, has launched a campaign in the U.S. not to promote some certain ranges, but to “highlight its growing leadership in green business innovation looking toward 2018, the 100th anniversary of the founding of its parent company, Panasonic Corporation,” as the press release states.
Ten days ago, on June 3, Panasonic inked a strategic partnership with UNESCO to help it preserve the World Heritage sites, and this set tone for the entire campaign. The ads, which “emphasize the importance of pursuing a sustainable future and will highlight some of Panasonic’s own eco initiatives,” will appear in major news and business magazines, including Newsweek and Bloomberg BusinessWeek as well as on Bloomberg TV and the National Geographic Channel during its series ‘The World Heritage Special’—the commercials, running from June 10 to May 2012 across National Geographic Channel’s global network including the USA are to reach over 370 million homes in over 180 countries worldwide.
The ads, which highlight “Panasonic’s corporate eco commitment to further reduce CO2 emissions, increase resource recycling, save and reuse water and raise environmental consciousness,” feature the soprano Sarah Brightman, who sings the company’s corporate anthem ‘Shall Be Done,’ and takes the audience to the most beautiful world’s heritage places, which need protection—so far, there are four videos on Panasonic’s website: one pilot ad and thee promotional videos featuring footage from Trulli of Alberobello in Italy, the Stonehenge in United Kingdom and Sundarbans National Park in India and Bangladesh. Visitors to the online destination are also encouraged to use Panasonic-UNESCO world heritage calendar, which helps to learn more about the most amazing places on our planet (users can download the pages as desktop wallpapers), and play themed games in the calendar section.
«Launching this global campaign on the importance of sustainability and our efforts to grow our leadership in green business is a strong statement by Panasonic,» said Peter Fannon, Panasonic’s Vice President, Technology Policy. «In countries around the world, including the United States and Canada, this campaign will be a powerful platform for illuminating Panasonic’s deep eco commitment, and best-in-class business practices for developing new green products.»
«This new partnership with Panasonic will strengthen our ability to accomplish our mission. It’s an excellent example of the teamwork that is required to promote thinking and action for the sustainable use of the Earth’s resources and environment,» commented Irina Bokova, UNESCO Director General, on thetwo-year cooperation, during which Panasonic will be raising awareness of the 40th anniversary of the UNESCO World Heritage Convention in 2012 by launching a range of themed activities and educational promotions (follow this partnership on the Facebook page).