Greening the Screen Environmental Toolkit

In the introduction to this toolkit, the authors explain that because film production has became a key industry in New Zealand, the focus on sustainability and environmental protection are industry objectives. The toolkit is designed to help production companies add value to their businesses, despite size and within budget constraints, by adopting practices that are environmental improvement measures.

The kit is designed in stand-alone sections intended for different audiences:

• Section 1 on The Business Case explains the importance of corporate environmental responsibility for senior managers and business leaders and may help to secure commitment to environmental responsibility from top-level management.
• Section 2 on Managing Environmental Impacts and Section 8 on Environmental Information provide instructions for identifying and managing environmental impacts and encourage a systematic approach integrated with existing business management practices for studio and location managers.
• Sections 3-7 are Environmental Tools where each section provides simple explanations, suggestions for improving environmental practices and a menu of common-sense tips for different screen production activities - both operational (in the office, behind the screen, and on location) and strategic (in front of the screen in the story line and off screen in promotional materials and activities).

Chapter 6, entitled "On Screen," is about the potential influence of this medium among audiences of millions of people. This toolkit suggests how to embed environmentally sound behaviour in films so that audiences see it being modelled by on-screen characters, including strategies developed to assist writers and producers in assessing when and how environmental messages can be incorporated in productions. It adds the fact that several countries, including New Zealand, organise environmental film festivals to raise awareness of environmental issues and promote environmental responsibility.

The environmental messsaging strategies detailed here include the appearance of the set, e.g., having recycling bins in visible use in the film; the character behaviours, e.g. using cloth instead of plastic bags or driving hybrid cars; and the storyline, e.g., educating staff on basic environmental issues so that ideas arise creatively as they work. The list is followed by examples of films in which environmental messaging was included.