California has been the epicenter of climate change for years, and San Diego is just one city seeing its devastating effects. At CBS News 8, they’ve made it a mission to educate its viewers on the small steps we can all take to do our part in the fight against climate change.
This year, the station is celebrating Earth Week, in which its weather team of Karlene Chavis, Shawn Styles, Evan Noorani, and Neda Iranpour take a deep dive into the environmental efforts taking place across California, and will shed light on some very important issues – like wildfire prevention – so we can better understand and appreciate this place we call home.
Even better, the efforts don’t stop when Earth Week does. The station will continue to run its Earth 8 series, which has become a programming staple over the years. In this series, News 8’s meteorologists connect with scientists and experts to educate audiences on environmental issues.
For example, in this segment, Shawn Styles talks to experts about the declining population of the Monarch Butterfly and offers tips – such as planting milkweed – as a small step that viewers can take to do their part.
“It’s subject matter that really resonates with the people in California and it really connects because our viewers are very passionate about our beautiful community,” says Dana McDaniel, Content Director at CBS 8.
“Earth 8 is a way for us to make sure that we are consistently telling the stories that need to be told, and offering small ways our viewers can make a difference.” The viewers are getting their wish and making a difference in more ways than one. McDaniel said that members of the community have begun reaching out to the station with story ideas.
What does this mean for advertisers?
Data from MRI Simmons shows that 60% of companies should help consumers become more environmentally responsible and 52% say they are more likely to purchase a product or service from a company that is environmentally friendly.
Many brands have a mission like TEGNA’s, to serve the greater good of local communities. Aligning with TEGNA on initiatives like beach clean-ups or recycling days can be a way to show the community that your brand cares.
“When you partner with a station that has the reach that we have, we can take those community events and put them on a bigger platform, and grow them so that it can reach more people,” said McDaniel. “We will reach way more people than brands will alone, just because we that’s what we do.”
Are you ready to make a difference with TEGNA? Let’s get in touch.