The grass is always greener in dirtgirlworld (2) (2)

[Pages:6]The grass is always greener... in dirtgirlworld

"The dirtgirlworld team is committed to pursuing the best possible environmental business practices to reduce dirtgirlworld's eco-footprint. From producing the TV series to the manufacture and sale of consumer products, all partners are asked to assess and acknowledge their environmental impact, and encouraged to set aside funds to support local projects that enable children to live more environmentally sustainable lives." (dirtgirlworld co-producers' sustainability statement)

dirtgirlworld is built upon a simple premise: we protect what we love. Aligned with the creators' mission to "move from simply viewing to doing", dirtgirlworld is a celebration of life outside. It encourages and inspires kids and the adults

who care for them ? many of whom have become distant from the natural world - to step outside and `have a go'!

In dirtgirlworld, the concept of sustainability is the norm. Rather than being preached about in a finger-wagging way or forced into the stories as a `nice to have' eco-addition, environmental care is front and centre stage. So dirtgirl's house has a rain-water tank,

solar panel and windmill. A chicken coop made from an old caravan stands proudly in the permaculture garden, which is as integral to the story as any of the enchanting characters and creatures who inhabit it. dirtgirl knows that

"everything in nature has a reason to be here" and celebrates with her friends the vital contribution that each and every person, bug, creature and plant makes to creating a healthy and sustaining environment for everyone to enjoy.

In addition to creating a narrative world in which the eco-messages are unequivocally told through storytelling and song, dirtgirlworld has and is being produced with the good of the planet in mind, including a range of activities and initiatives from the environmental care

clauses embedded in all partner contracts to finding eco-dry cleaners when travelling on dirtgirlworld business.

From the outset, producers/creators Cate McQuillen and Hewey Eustace of mememe productions were committed to imbuing every aspect of the production with the eco-values they have been living since their tree change from urban Melbourne to the beautiful

Northern Rivers region of New South Wales more than 20 years ago. Reducing, reusing and recycling are the underlying principles. Hewey says: "When you live in the bush and have to deal with your own rubbish every week, you quickly learn that reducing the amount you throw away is the best starting point. And once your reuse and recycling schemes are established ? with the help of the chooks and

the compost heap ? you can start to enjoy the challenge of how you are going to reuse this cardboard box or that old door."

Partners Finding like-minded partners to travel the road has been important. For example, Canadian Co-Production partner Decode's CEO Steven

Denure has rebuilt and renovated an American barn not far from Toronto using recycled materials, much like the old church at Camira Creek which is Cate and Hewey's home and which has become dirtgirlworld HQ.

Closer to home, local DVD partner Madman Entertainment has relished the challenge to source cost-competitive 100% recycled packaging and compostable shrink-wrap for what they believe is Australia's first sustainable children's DVD. Following the publication of

its July 2010 trade catalogue on 100% recycled paper (with dirtgirlworld on the cover) Madman has now been accredited as a sustainable green printer and will now publish all of its catalogues this way.

Production There's no doubt that new technology has played a part in greening the production process. And dirtgirlworld has embraced as much new technology as possible, not least of all because as at times the `team' (comprising more than 170 individuals) was based variously in rural and urban Australia, Canada, the UK and the USA. The use of email, file transfer protocols and the adoption of innovative software such as skype conferencing, and Cinesync for capturing and communicating notes on edits, reduced the need for paper-based systems,

couriers and travel ? which all create carbon and pollution.

The props and sets were created by local artists who lived in-house for 6 weeks using 90% second hand and recycled materials, which was not only authentic to the narrative, but saved money, time and fuel too! The timber from the sets was recycled and all paints and sealers

were water-based. Cardboard was used in preference to polystyrene and foam core.

For the duration of the live shoots all non-local cast and crew shared a house that was furnished through second hand shops and by ebay purchase to reduce costs and waste and enable car-pool travel to the studio location. And as

if by divine intervention, the share-house was located in a street with a community vegetable and herb garden scheme operating on the nature strip!

An environmental education campaign was prepared and delivered to all cast and crew prior to production. Ceramic and travel mugs were provided for all cast and crew, to reduce the use of disposable cups. A water fountain

on location reduced the use of disposable bottles. Call sheets were emailed and all electronic equipment for short-term use was rented rather than purchased.

The `Greenthumbs' costumes comprised organic cotton t-shirts printed with soy-based inks and eco-laundry products were used to wash all costumes.

Administration The company created and adheres to an environmental mission statement, and a staff member monitors performance.

Actions include simple ones that have become ubiquitous to many eco-conscious businesses such as: always turning lights and electronics off at the power source, having paper recycling bins next to all desks, sending invoices and reference material electronically, ordering supplies in bulk, using recycled paper in printers and copiers, setting printers to double-sided as the default, changing all light bulbs to compact fluorescents or LED's, having half-flush toilets AND using staple-less staplers, refillable whiteboard markers and printer cartridges!

In addition, some environmental actions that took more thought, organisation and commitment were also employed such as: purchasing 100% green electricity, patronising businesses and suppliers or products that have an environmental plan or greenstar rating, providing filtered rain-water for drinking, solar hot water, an organic vegetable garden, orchard, chickens and eggs on-site and the establishment of

a Kiva account to share the company's privileges with third world entrepreneurs working in organic agriculture and farmers markets.

Communications and marketing As far as possible, conference calls and skype reduce the need to travel or fly to meetings. Electronic presentations are shared on screen,

or emailed to recipients in advance. Media interviews are conducted by phone and publicity materials are delivered electronically. Eco-messages are attached in the signature box to all emails.

All outsourced print is commissioned from green-accredited printers, on 100% post-consumer waste and where possible, printed in the city where the collateral is to be delivered. Display materials and banners are specified on non-PVC materials, to be printed using bio-inks

wherever possible. Cardboard, rather than plastic DVD covers are used.

Launch party decorations including placemats and bunting were created from recycled fabrics and linens. Jam jars were reused for tealights and vases and drinking vessels, an organic feast of local produce was catered and each invited guest received a tote bag made from recycled PET containing: a reusable bamboo cutlery set, a hand-made fabric sandwich wrap and a standee card representing a chicken - donated to African villages through the Oxfam `unwrapped' gift service.

Travel Reducing the number of trips made reduces fuel consumption. Where travel to meetings, conferences and launches was or is necessary, all flights are carbon offset, economy or premium economy fares have been purchased and eco-car services and vehicles have been hired

wherever possible. Cast, crew and office staff were encouraged and rewarded for car pooling, using public transport and riding bikes or walking to work.

Catering Healthy food, exercise and health experiences (including massage, herbal, homeopathic and natural remedies)

were provided for cast and crew.

Organic and locally grown food was purchased where possible including at local farmers markets. Organic waste bins (worm farm, compost, bokashi bucket) were provided for leftovers. Any surplus catering on location was donated to homeless people.

No disposable crockery or cutlery was used during the shoot and the use of environmentally-friendly cleaning and washing up products were specified to the catering companies.

Merchandise and licensing program dirtgirlworld's eco-policy is already published on the eco-store ? an online shop where a small range

of eco-merchandise is available, including digital downloads of music files.

Encouraging consumption might seem at odds with the very heart of dirtgirlworld's mission to protect the planet. But we believe that a controlled and balanced merchandise program will support the sustainability of the project and of the planet, while teaching our young audience and the adults who care for them how to make choices to minimize their impact on the environment.

All dirtgirlworld products must be relevant and appropriate to the needs of our audience, have a genuine and meaningful purpose in today's world and be produced and packaged with the good of the planet in mind. And we are committed to communicating this to our customers. dirtgirlworld was not created to make landfill. Providing the tools to live a sustainable life is a genuine commitment to our audience.

We have developed six sustainability criteria for all our products and we will continue to refine them as new materials and processes become available. To be accepted, all products must meet criteria 1,2 & 3, and as we grow, we have strong ambitions for all our products

to meet criteria 4,5,& 6.

1. Sustainable materials ? Organic and renewable materials are the priority option for all products. Recycled materials are to be used only where toxicity does not carry through to the final product and where chemical and water use have been measured and accounted for. Cotton should be sourced from farms where natural rainfall is sufficient to supply water needs.

2. Eco-packed ? As a principle, all dirtgirlworld products must use as little packaging material as possible (REDUCE). It must have at least one (and preferrably more) second purpose (REUSE) and be made of 100% recycled or recyclable materials (RECYCLE). Some emerging natural materials such as bamboo fibre and the newer plant based plastics may provide an eco-friendly option and can be used providing they are fully recyclable or compostable and their sustainability credentials can be proven.

3. People friendly ? All products are to be created with respect for the people who have made them. We consider everyone who touches any part of any product made for us to be a partner with us.

4 Energy smart ? Products should made using renewable energy, promote energy efficiency and/or minimize energy use in transport.

5 Organic - Products should be made without chemicals which adversely affect people or the environment. To demonstrate compliance with this element GOTS certification or an equivalent is required for the processing of any organic yarn or raw material. Organic yarn or raw materials must carry with them independent and verifiable certification such as that provided by IFOAM.

6 Low waste ? dirtgirlworld products should be designed to have a long life, be reused, recycled, composted and be biodegradable. In addition, cotton and other waste generated through the manufacturing process should be reduced, reused, recycled, or composted. Dyes are to be made and used in a controlled environment where waste-water is thoroughly treated. Zero waste production methods are preferred.

The criteria will be clearly outlined on all product packaging, so our customers can be confident that much of the thinking has been done for them.

To assist licensees and agents an extensive online style guide has been created that includes more than 40GB of art and text-based assets. There is no hard copy version. An online approvals process is in the process of being established.

dirtgirlworld fund Finally, mememe is committed to establishing a dirtgirlworld fund, that will regenerate funds to local children's projects to help them

live more sustainable lives. So far, 3% of the production costs have been set aside as a carbon offset, and a percentage of royalties from licensing deals will be added to that fund.

And does mememe's mission end with dirtgirlworld's eco-endeavours? "No way" says co-creator Cate McQuillen "we want dirtgirlworld to be a positive example to everyone in the kids' entertainment industry that there are new and better ways to do things, that don't cost the earth, in any sense. And if the industry is to sustain itself, it must protect the thing it most loves and needs ? children."

dirtgirlworld ... where nature first is second nature.

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