Holiday campaign touts iVillage's green message

LOS ANGELES: Online media company will be promoting its commitment to green living in the coming months.

LOS ANGELES: Online media company will be promoting its commitment to green living in the coming months.

To celebrate the holiday season, the female-focused media hub will launch environmentally friendly editorial content across its network of communities, said Mary Beth Gonzalez, New York-based VP of sales marketing at iVillage.

The effort is a cross-network extension of iVillage's iGoGreen community, which launched in May as a catalyst for green conversations among moms and families. It has since become "one of the largest social networking communities on iVillage," said Gonzalez, who also is iGoGreen's blog manager and social networking group moderator.

With "Go Green for the Holiday Season," iVillage is taking steps to reach the next level of environmental consciousness, Gonzalez explained, providing eco-friendly gift ideas, organic fashion, and recipe options. In addition, a seasonally inspired sweepstakes will offer green-leaning prizes like organic gift baskets, holiday decorations, and an eco-luxury getaway.

The iVillage effort kicks off in conjunction with parent company NBC Universal's "Green is Universal" week, November 4 to 10. Intended to educate consumers about their personal eco-impact, environmental-awareness messages will be featured across NBCU properties.

Both iGoGreen and its holiday campaign focus on affordable, easy-to-make changes.

"It's about making 'eco' personal - how [moms] can make the green lifestyle work for their own specific families and own specific needs," Gonzalez explained.

"Go Green for the Holiday Season" will be promoted in-house via various channels, including blogs and newsletters and a banner campaign spanning NBCU digital media properties. Future efforts, Gonzalez said, could include an iGoGreen tour, in which an iVillage green team would travel cross-country, helping moms go green along the way.

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