Happy Earth Day! Celebrated annually on April 22, Earth Day commemorates the genesis of the modern environmental movement. This year's Earth Day arrives amidst a global climate crisis – a time when talking about climate action and making impactful moves towards sustainability is paramount to the survival of our planet.
“In short, our world needs climate action on all fronts – everything, everywhere, all at once,” said António Guterres, United Nations Secretary-General, in a video message for a press conference to launch the Synthesis Report of the Intergovernmental Panel on Climate Change.
The sheer scope of climate action necessary to heal our planet can feel daunting and insurmountable at times, but we really can make a difference if we all choose to start somewhere. Small actions taken by many can have a massive impact!
At theatreMAMA, that means being the first marketing agency in the world to become 100% re-planted! For every 1,000 fliers or pieces of collateral we distribute, MAMA plants a tree to offset the impact of our business on the environment. Last year alone, we planted 1,540 little saplings!
theatreMAMA owners, Timothy Wooster and Michelin Hall, have made this initiative personal by planting new trees on their property. By taking this climate action into their own backyard, they even kick-started a tree-planting contagion! Seven of Wooster and Hall’s neighbors have joined the endeavor by planting new trees on their own properties.
“There is no business that operates without impact, but we distribute over a million pieces of collateral in a year's time, and in some years, more than 2 million. I knew we had to do something to offset this impact and started researching our options. Trees seemed the best way for us to do this,” said Hall, adding, “Not only did planting trees give us an option to replant the wood that would be used for future paper products, but it also gave us a way to employ people in challenged communities, teach new skills and plant trees that produced fruit or nuts.”
Other sustainability efforts at theatreMAMA include encouraging clients to use recycled paper and soy based inks, using responsibly sourced materials for all costumes and recycling 100% of all excess fliers.
As an agency that represents clients on Broadway & other aspects of the Entertainment Industry, this Earth Day, we wanted to check in with environmental innovators in the industry to discover what climate actions they are taking to create a more sustainable future.
The Broadway Green Alliance (BGA), an ad hoc committee of The Broadway League, is dedicated to normalizing green practices on Broadway and beyond. Some initiatives they have spearheaded include changing the marquee lights on Broadway to energy-efficient LED and CFLs, creating a Green Captain program with 100% participation on Broadway and over 800 Green Captains across the country, implementing a BGA textile collection bin in the Actors Equity Building, initiating the switch to energy efficient washers and dryers for all Broadway laundry, switching to reusable batteries in electronics, operating a free binder exchange, creating The Touring Green program and expanding their Diversity, Equity, Inclusion and Access work because there is no climate justice without racial justice.
There isn’t a one-size-fits all solution, said Scalla Jakso, a press representative for the Broadway Green Alliance. Jasko directed us to the BGA “Reopening Green Toolkit,” a resource that encourages theater industry folks to examine different green solutions to discover what works for their specific needs and offers guidance on how to implement those solutions.
Meagan Holdeman, founding member of Greener Theatre Colorado
“Do one action all the way rather than a bunch of actions part way,” said Meagan Holdeman, a Sound Technician for Denver Center for the Performing Arts Theatre Company, biology graduate student at Miami University with an emphasis in Environmentally Sustainable Theatre and a founding member of Greener Theatre Colorado. Holdeman explained that perfection isn’t the goal when it comes to sustainability and that what works for one theatre may not work for another, adding that it’s important to create a climate action community locally, nationally and globally to support and learn from each other.
Holdeman’s media shoot featured environmental activists advocating for sustainable theatre practices in Downtown Denver, CO.
We caught up with Holdeman at a media shoot for her latest climate change project, “The Future We Create.” Tasked with innovating a creative project to inspire community action, Holdeman directed a music video to reach her target audience – the theater community. The video, a collaboration with composer Denise Gentilini and Greener Theatre Colorado, builds upon Holdeman’s previous work, “A Future We Create” (a 2021 Climate Change Theatre Action Production), and features an original song by Gentilini, a four-time Heartland Regional EMMY® Award winner.
“You’ll see Denver theater people in it specifically, but I hope it speaks to theater people all over, everywhere,” said Holdeman.
We hope so, too.
As we’ve learned from our own sustainability journey, the Broadway Green Alliance and Holdeman, talking about climate action and implementing changes that make sense for yourself, your community, and your organization are the first steps towards a sustainable future. And, as Holdeman said, “You don’t have to be perfect. It’s ok not to meet your goal.” What is important is trying, learning, seeking support from organizations that can help (like Greener Theatre Colorado and the Broadway Green Alliance), and then trying again.
Together, we can make a difference.
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