Environmental Media Association

Environmental Media Association. Founded in 1989 by entertainment industry leaders Cindy Horn and Alan Horn, the organization operates as a 501(c)(3) nonprofit with a mission to leverage the power of media and popular culture to promote environmental awareness and sustainable lifestyles. It works primarily within the entertainment industry in Los Angeles, collaborating with studios, networks, and celebrities to integrate environmental themes into content and adopt green practices. The association is known for its high-profile awards ceremonies and partnerships with major entities like the Academy of Television Arts & Sciences and the United Nations Environment Programme.

History

The organization was established during a period of growing public concern about issues like ozone depletion and climate change, aiming to translate this awareness into actionable change through Hollywood's influential platforms. Its early efforts involved persuading television producers to incorporate environmental storylines into popular shows, with significant early support coming from figures like Ted Turner and events hosted at venues such as the American Museum of Natural History. Over the decades, it expanded its focus from content integration to also promoting sustainable operations within the industry, advising on productions for major studios like Warner Bros. and Disney. Key milestones include partnerships with the U.S. Environmental Protection Agency and launching initiatives during events like the United Nations Climate Change Conference.

Mission and activities

The core mission is to inspire action on environmental issues through media narratives and industry practices. A primary activity is consulting with television shows, films, and digital content creators to weave environmental messages organically into plots, a strategy often highlighted at its events alongside the Academy of Television Arts & Sciences. It also runs a sustainable production program that provides guidelines and resources to reduce the carbon footprint of sets, working with entities like the Producers Guild of America. Furthermore, it engages in public advocacy and educational campaigns, frequently partnering with organizations such as the Natural Resources Defense Council and participating in global forums like the World Economic Forum.

Awards and recognition

The organization hosts its signature Environmental Media Awards, an annual ceremony honoring productions and individuals who advance environmental storytelling, with past honorees including James Cameron, Laurie David, and shows like *An Inconvenient Truth* and *FernGully: The Last Rainforest*. It also bestows the EMA Futures Award to recognize emerging leaders and has presented special accolades at events like the Sundance Film Festival. Recognition for its work has come from various institutions, including certificates of appreciation from the California State Senate and collaborative accolades with the United Nations Environment Programme.

Notable campaigns and projects

One major campaign is the "EMA Green Seal" program, which certifies television productions that meet specific sustainability benchmarks, with early adopters including series on NBC and Fox Broadcasting Company. The "#DemandClean" initiative mobilized public support for renewable energy policies, featuring partnerships with celebrities like Mark Ruffalo and organizations such as the Sierra Club. Another significant project was the "Environmental Storytelling Guide," developed in collaboration with the Writers Guild of America, to provide resources for screenwriters. It has also produced public service announcements featuring figures like Robert Redford and coordinated voter engagement drives around environmental legislation.

Impact and criticism

The association is credited with normalizing environmental themes in mainstream entertainment, influencing hundreds of television episodes and films, and promoting sustainable protocols adopted by major studios like Sony Pictures. Its advocacy is seen as helping to shape public discourse on issues from recycling to clean energy, often amplifying the work of scientists and policymakers from institutions like Stanford University. Criticism, however, has occasionally centered on its close ties to corporate interests within Hollywood, with some commentators arguing this limits the depth of its advocacy on contentious issues like fossil fuel divestment. Others have noted that while it raises awareness, the tangible impact on large-scale environmental policy, compared to dedicated groups like Greenpeace or the Environmental Defense Fund, can be difficult to measure.

Category:Environmental organizations based in California Category:Organizations established in 1989 Category:Entertainment industry non-profit organizations