Meet
the Flipsters
Conversations
on the Bridge |
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A Conversation with Debbie
Levin
(The complete Flip interview, with only minor edits,
not found in the book)
Debbie Levin (www.ema-online.com)
is president of the Environmental Media Association
(EMA), which seeks to mobilize the entertainment industry
in a global effort to educate people about environmental
issues and inspire them to action. Taking over the
reins six years ago, Debbie has moved EMA in new directions
with a strong emphasis on “young Hollywood.”
Under her leadership, EMA has emerged as the leading
entertainment organization urging the industry to
portray, model, and interpret environmental issues
and lifestyles in the entertainment media. We were
curious to know just how Debbie goes about this kind
of work in a daily fashion. “The idea is to
get positive messages into the media and influence
the general public through entertainment. We go to
executive producers of television shows and pitch
them story lines all year,” Debbie explains.
“We also review scripts for feature films. Story
lines, character arcs, even product placement, where
characters can be shown using hybrid cars or canvas
shopping bags, that sort of thing. Thinking and acting
environmentally. We encourage entire story lines about
major environmental issues.
“We also use celebrity to role-model behavior;
that’s a huge influence. We know celebrities
who are supportive of us and we use the paparazzi
and the magazines and the entertainment shows to catch
them in their daily lives. We love it when the TV
shows Alicia Silverstone walking out of the market
and getting into her Prius holding canvas shopping
bags. We try to get these celebrities to be conscious
that what they do in their personal life can be inspirational
for their fans. In fact, I joke around that we teach
people how to shop. Because the reality is that everybody
goes out and buys something everyday. And if they
shop at the companies that are green and have an environmental
consciousness, and make a show of supporting them,
then their viewers and fans may follow suit.
“The actor Edward Norton and I get celebrities
to purchase solar panels for their homes. And for
every celebrity that buys solar, we’ve gotten
British Petroleum to donate a system to a house in
South Los Angeles. It’s a great program. Around
Earth Day last year, we did a week-long series on
CNN where we got stars like Edward Norton, Daryl Hannah,
Alicia Silverstone, and Ed Begley, Jr. to highlight
their green lifestyles. We’re currently asking
celebrities to hand-sign a number of canvas grocery
bags for display at Whole Foods, to raise awareness
and encourage customers to opt for reusable bags over
disposable.
“In contrast to most other environmental organizations,
EMA believes that purchasing can change society faster
than any law. We’re trying to encourage change
from the inside out. Role-modeling on the outside
and internally having people really be accountable
for what they do in their offices. We support companies
that are utilizing environmental products and trying
to make their corporate offices more green.
“Everyone is trying to compete for the same
dollars. Take the auto industry, for example. All
of the car companies are coming out with hybrids now.
They see Toyota getting so much attention for their
hybrids that they want to be in that business as well.
Or look at grocers. Whole Foods’ stock price
goes through the roof, and suddenly places like Wal-Mart
are selling organic foods.”
Does this mean that flipping into an environmental
consciousness will actually become hip? “I think
that’s where we’ve actually been a big
help,” Debbie enthuses. We started trying to
attract what we call ‘Gen E’ – Generation
Environment – about five years ago. We’re
encouraging the sixteen- to thirty-five-year-olds
to think that buying environmental stuff is cool.
We helped launch the Prius that way, by getting over
two hundred celebrities to drive the Prius. There
are a lot of shows now that have characters that drive
hybrids. There are a lot of shows where they talk
about organic foods. There are a lot of shows where
energy is an issue. So it’s starting to permeate
the culture.”
Debbie told us that her organization also gives environmental
awards. “The EMA awards are another opportunity
for role modeling. It’s our fundraiser and it’s
a way for us to have our corporate supporters get
a little attention. But it’s also a way for
us to highlight the television shows and the feature
films which incorporate environmental messages. At
the event, not only do we have an awards show with
clips and information about the different entries,
but then the party after is all organic. We’ve
got twelve celebrity chefs cooking all organic food.
Everything in our gift bags is organic. Our silent
auction is all environmentally sensitive, and so on.”
Can a green consciousness be spread worldwide this
way? Debbie Levin thinks so. “I think it’s
something that will come back into everybody’s
ordinary lifestyle. After all, our grandparents ate
mostly organic foods. We’ve been living through
a weird blip in history. We mistakenly thought that
spraying pesticides on our food was a good thing.
We’re going to move away from that. The global
energy crisis that we’re encountering is going
to spread the use of renewable forms of energy. So
‘being green’ isn’t something that’s
going to go away. It’s going to be integrated
into the mainstream out of necessity.”
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The Flip, by Jared Rosen and David Rippe, illuminates
a clear path to a vibrant enlightened world where
millions of people already live and thrive. It describes
in vivid detail and real examples evidence of an upside
down world in decay and a Right Side Up world of authentic
beings bright with possibility.
The Flip is an owner’s manual for the twenty-first
century full of insights, conversations with recognized
experts, thought leaders, and visionaries, and actionable
exercises and tips you can use to begin your own personal
flip.
To read more about The Flip
and additional interviews from other luminaries, experts
and bestselling authors, please visit www.theflip.net
The Flip is available at your
local bookstore or online at
Amazon.com, Barnes
& Noble, Joseph-Beth,
and Borders.
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