GreenHeroes: Musicians, hockey players and NASCAR drivers protecting the planet

Photo Courtesy of Manal Siddiqui

Toronto – In early September 2011, ClimateSpark, a green innovation initiative run by the Toronto Atmospheric Fund, probed Toronto for 10 great ideas to reduce the city’s climate impact.

The winning idea will be supported with a hefty $500,000 in venture funding. ClimateSpark recently narrowed down the field to the top 20 voter-ranked projects, with CineFocus producers Joan Prowse and John Bessai’s GreenHeroes campaign a part of the pack.

The GreenHeroes ‘Take Action’ campaign celebrates people who act on ideas to protect the planet. These innovative thinkers include Tragically Hip band front man and Lake Ontario ambassador Gord Downie, NASCAR driver and bio-fuel advocate Leilani Münter, NHL Boston Bruins defenseman and creator of the NHLPA’s Carbon Neutral Challenge, Andrew Ference, and world renowned primatologist and Roots and Shoots founder Jane Goodall.

In addition to 21 new GreenHeroes stories and seven documentaries set to premiere for their second season on TVO, the venture will add a GreenHeroes ‘Call to Action’ social media game. “A challenge based game, players might be asked to form groups and track reductions in their hydro over a four month period,” said Joan Prowse, producer at CineFocus. “Because the monthly savings are combined for an entire group, this encourages people to form larger groups and effectively spread the message of conservation.”

To learn more about becoming a GreenHero yourself, visit the GreenHeroes website.