By Yolanda Green, a community pioneer, children’s advocate and media personality. She currently serves as the community relations director and host of “Outlook Houston” and “Going Green” for Houston’s CW 39. Check out the Green Room for show highlights, eco-friendly links and Yolanda’s green tweets. And be sure to join Yolanda as she emcees our Bronze Quill Awards Gala on April 30.
The launch of “Going Green with Yolanda Green” on November 2, 2008, made Channel 39 Houston’s home for Eco-tainment. The weekly half-hour program provides a creative venue for the station to highlight ways that Houstonians can embrace the environment in their everyday lives and enjoy living green.
When the project was first created, the Green Team began to strategize on how to communicate educational material in a non-traditional way that would not only engage viewers but also have a fresh and edgy format.
Historically, members of the management team had experienced success with embracing what some would perceive as sensitive issues and communicating them in such a way that viewers would be more accepting and most notably creating change in the community through a very successful adoption campaign. The Adoptation campaign (formerly Adopt 2000) launched in March 2000 and over the course of 10 years has helped more than 5, 500 children find loving homes.
Our initial thought was, if we could influence viewers to make the decision to adopt, how challenging would it be to get people to recycle?
The program’s launch was well received. Viewers immediately responded positively to the high-energy, fast-paced editing and light-hearted approach of the show host. From an eco-friendly farm to homes made completely from discarded and recycled materials, the local flavor of the program also added to the show’s popularity and the ability for the station to generate revenue from those leading the green brigade.
In fact, the show became so popular that station management added a second run on Saturdays at 2 p.m. in addition to its original time slot on Sundays at 10 a.m.
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