Jimini Cricket
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Two young participants take action at an Earth Day celebration hosted by a Radio Disney affiliate station.
The Walt Disney Studios’ Buena Vista Worldwide Home Entertainment division partnered with a number of national organizations to inspire action among families to protect oceans.
Kris McNamara, VP Corporate Environmental Policy, The Walt Disney Company; Jack O'Connell, The California State Superintendent of Public Instruction; and, Tom Staggs, Senior Executive Vice President and Chief Financial Officer, The Walt Disney Company honor Mr. Bob Comlossy and his fifth grade students as the California grand prize winners of Jiminy Cricket’s Environmentality Challenge.

Earth Day

Radio Disney stations in 23 target markets promoted Earth Day, helping to make the environment a fun and important topic among youths. Participating stations played 1,100 on-air spots and hosted customized on-site events with a total promotional value of more than $270,000.

In addition, Disney Guests were encouraged to participate in Earth Day through an interactive Web site that featured an e-greeting, personality quiz, carbon footprint calculator, event locations, and tips to make a positive impact on the environment. More than 50,000 people visited www.DisneysEarthDay.com during the promotion.

Tokyo DisneySea “Custodial Kids”

The Custodial team at Tokyo DisneySea introduced an experiential program for elementary school children this summer that conveyed the importance of teamwork, cleanliness, recycling, and climate protection. The program, called “Custodial Kids! The Magic that Keeps the Park Beautiful,” granted students an opportunity to temporarily become Custodial Cast Members and learn while having fun. As “Custodial Kids,” the participants put on actual costumes and they simulated responsibilities such as sweeping.

The Japanese tradition of “uchimizu” was also incorporated into the program to teach how individual action can help overcome global warming. Participants were each presented with a medal to certify their status as official Custodial Kids.

The Little Mermaid and Ocean Conservation

The Walt Disney Studios’ Buena Vista Worldwide Home Entertainment division partnered with the Advertising Council, National Marine Sanctuary Foundation, National Oceanic and Atmospheric Administration, and Environmental Defense to launch a multi-media public service campaign that highlighted the devastating effects of marine debris on oceans. The campaign featured characters from The Little Mermaid to create an emotional connection and to inspire action among families to protect oceans.

Jiminy Cricket’s Environmentality Challenge (JCEC)

JCEC is an exciting journey that motivates teachers to integrate class curriculum into project-based learning fun; and, to date, more than 1 million students have participated. Additional program highlights include the following:

  • More than 70,000 primary and secondary students enrolled in the Hong Kong JCEC program for the 2006-2007 school year.
  • The California grand prize, winning class project helped restore the local environment by replenishing the bat population and creating a balanced ecosystem that will improve the quality of water flowing into Lake Tahoe.
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