According to a recent UCLA study, California’s film industry is second only to the oil industry in causing pollution in the state. The AP newswire reported: “No amount of public service announcements or celebrities driving hybrid cars can mask the fact that movie and TV production is a gritty industrial operation, consuming enormous amounts of power to feed bright lights, run sophisticated cameras, and feed a cast of thousands.” As many of Hollywood’s elite are going “green”, the industry itself can turn to the Environmental Media Association for help. The Environmental Media Association (EMA) believes that through television, film and music, the entertainment community has the power to influence the environmental awareness of millions of people. This initial concept set the stage for their launch in 1989. EMA mobilizes the entertainment industry in educating people about environmental issues, which in turn, inspires them to take action. A pioneer in linking the power of celebrity to environmental awareness, it was EMA who invented the ‘green carpet,’ launching the concept of taking a hybrid or alternative fuel vehicle (not a limo) to high profile awards events and bringing the concept of alternative automotive technology to millions of previously unaware households. A venerable liaison between the entertainment industry and the environmental community, the Environmental Media Association’s role is active and diverse. The annual EMA Awards honor film and television personalities, productions, musicians and musical tours that convey environmental messages in the most creative and influential ways. The EMA Green Seal Awards honor productions and corporate entertainment offices that go green ‘behind the scenes.’ In tandem with the Green Seal Awards, EMA offers practical guidance on how the entertainment industry and individuals can green their day-to-day lives. Throughout the year, they participate in and create celebrity driven eco focused events and salons that garner vital media and public attention. EMA regularly networks with writers, directors and producers, helping shape plotlines that seamlessly incorporate environmental messages. The work that they have done over the years has helped inspire millions of people to reduce air pollution, ensure clean water for drinking and recreation, protect endangered species, preserve open spaces, minimize waste, promote a safe food supply and live more environmentally sustainable lives. EMA’s network of environmentally conscious celebrities, tastemakers, not-for-profit organizations and corporations continues to be one of their greatest assets. From Hollywood royalty to the hottest new celebrities to cutting-edge businesses that work towards environmental change every day, EMA is a powerful force that brings powerful people together on the path to a healthier planet.