By Yana Polikarpov
Nickelodeon, a cable television network targeted to children and teens, will launch a series of on and off-channel ecological initiatives on April 22, Earth Day.
The multiplatform campaign includes the airing of green-themed episodes of popular tween shows iCarly and True Jackson, VP, along with select preschool series on Nickelodeon and sibling channel Noggin, all leading up to a “Power Down” activity at 9 p.m. ET on both networks. Power Down asks viewers to turn off the lights in their homes for 60 seconds to signal a commitment to becoming environmentally conscious.
“On Earth Day, we are using the power of our brand to connect kids to an issue of importance to them,” said Marva Smalls, executive vp, public affairs, Nickelodeon Kids and Family Group, in a statement. “More than half of kids have told us they are concerned about the environment. By working with our partners, and through initiatives like our new grants program and Power Down, we are providing them with tools and resources to help them be better environmental custodians.”.....
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