Greening the Screen

A model for sector engagement in sustainable development

Screen production is a business

There is growing recognition by the business community that long-term sustainable development requires good environmental and social performance

Screen production is a high impact industry and faces similar business challenges

It impacts on NZ’s image• Screen production is a major vehicle for showcasing

the nation as ‘Clean Green NZ’ enhancing the value of this brand

• It is the vision of NZ captured on film that attracts more and more international production companies and tourists here every year

It impacts on NZ’s economy

• MED (2002) identified screen production in the GIF as one of four sectors with significant future economic implications for NZ

• NZIER (2002) found seven lasting effects of the Lord of the Rings Trilogy including– enhanced NZ brand– raising the profile of the NZ

screen production industry

It impacts on NZ’s environment• Screen production relies to some extent on the

beautiful environment of NZ• NZ screen production companies would claim that

they comply with all applicable environmental legislation but they were unaware of the responsible practices of overseas companies that extend beyond legislative requirements

International practices

• BBC and Walt Disney Company – two leading companies that report on corporate social responsibility including environmental performance

• Both these companies have recently made high profile productions using NZ film locations

• These companies are not being challenged to demonstrate that they apply their own environmental performance standards to their operations in NZ

Greening the Screen: initiative

• Began as a partnership project between MfE, Landcare Research, Waitakere City Council and South Pacific Pictures Ltd

• To develop environmental guidelines for the NZ screen production industry

• Launched in the form of an environmental toolkit in 2005

Greening the Screen is endorsed by the all of the above screen industry bodies

Greening the Screen: process

• written agreement on expectations and success measures

• set targets, monitor progress, provide guidance

• written agreement on expectations, confidentiality

• reporting cleared by pilot company, peer reviewed, signed off by steering group

• licence to operate within sector and reassurance that feedback was acted upon

• acknowledge all partners

Memorandum of understanding

Steering group

Pilot company

Reporting and publication

Consultation

Promotion

The Environmental Toolkit

The toolkit itself contains the following:• Business case• Environmental management• Tools:

– In the office– Behind the screen– Location– On Screen– Off Screen i.e. publicity

• Case studies• Templates and more…

Greening the Screen: goals

1. Encourage screen production companies to strive to improve their environmental performance

2. Help protect NZ’s natural, historical and cultural heritage and the value of the ‘Clean Green NZ’ brand

3. Contribute to sustainable economic growth within the industry

Greening the Screen: goals

4. Enhance the reputation and competitiveness of the industry

5. Support the adoption of environmentally responsible practices

6. Demonstrate sector wide leadership in corporate environmental responsibility

Greening the Screen: outcomes

1. Identification of environmental impacts of screen production

2. Overall improvement of South Pacific Pictures environmental performance

3. Industry acknowledgement of its impacts4. Linking the screen industry and relevant environmental

agencies5. Developing a sector specific toolkit6. Building capacity within the industry to actively manage

its impacts

Greening the Screen: experience“South Pacific Pictures exposure to Greening the Screen has bought home to us how we can actually make a difference. With very little effort we can make significant improvements to the way we use resources while we reduce our waste. And to our surprise we have realised that whilst we make these improvements and reductions we are going to save money. We’re very excited to have lead the Greening the Screen project and we’re absolutely committed to achieving results that will help us and the environment.”

John Barnett

Greening the Screen: on screen

Greening the Screen has worked on a variety of prime time productions including:

• Shortland Street – TV2 daily• Wa$ted – TV3 Tuesday’s 8 pm• Mitre10 Dreamhome – TV2 Monday’s 7.30 pm

Greening the Screen: where next?

• Expanding the industry health & safety code to include environmental considerations

• Continuing to work with a variety of screen industry organisations

• Documenting more case studies• Communicating relevant sustainability

news to the industry• Encouraging NZ’s large broadcasters

to begin sustainability reporting• Encourage the industry to investigate

the opportunity for certification to national and overseas standards

Greening the Screen

Let’s face it. If we mess up planet Earth too much, it isn’t like making a movie. We don’t have a back up location.