We targeted people who really cared for the planet – “the dark greens”. The Green Effect let them propose their own earth-saving ideas.

An online web film put out the call for entries. Then, an online hub provided information, captured entries, and allowed others to participate by voting for the best ideas. A panel of environmental experts and activists, including Edward Norton, picked the five winners. Winners were flown to National Geographic’s headquarters in Washington, D.C for a gala event. Their ideas were celebrated in the pages of National Geographic magazine.

A massive success. We received over 2,500 business plans. The winning ideas ranged from a reforestation program in Colorado, to a green neighborhood makeover in a low-income area of D.C. The ideas were as diverse as the places they came from. The program was a much-discussed subject on the green blogosphere where we really wanted to make an impression, and The Green Effect was hailed as the most successful consumer engagement program in company history.