- Anthony Crupi, Mediaweek

NBC Universal will use its NFL franchise to kick off its second annual Green Week, a multiplatform programming and community affairs initiative designed to drive awareness of eco-friendly lifestyle and consumer choices.

Beginning Sunday, Nov. 16, the campaign will get rolling on NBC’s pregame show, Football Night in America, which leads into the national broadcast of the Cowboys-Redskins game at 8:15 p.m. Setting the table for the week-long “Green Your Routine” enterprise, Bob Costas and the rest of NBC Sports’ Sunday night crew will reveal how they have adopted certain environmentally conscious behaviors in their own lives.

Throughout the week, 42 of NBCU’s brands will take on a green hue, serving as a visual complement to the 150-plus hours of eco-themed programming that will roll out across the company’s TV and digital platforms.
 
Lead sponsor of the week, which was sold in the 2008 upfront, is Subaru.

“Green Your Routine is about educating consumers that it’s easy, practical and economical to be green,” said Beth Colleton, vp of NBCU’s Green Is Universal unit. “If everyone pledges to green even one simple aspect of their daily routines, such as walking to work, shopping with a reusable bag, or taking a shorter shower, together we can make a difference in our own lives and impact the environment.”
 
The campaign will wrap on Saturday, Nov. 22, with NBC’s coverage of the Syracuse-Notre Dame game in South Bend. At stake (besides Irish coach Charlie Weis’ job security, that is) is a $10,000 bounty put up by NBC that will be awarded to the school that demonstrates the greatest commitment to reducing greenhouse gas emissions and saving energy.

Since the month began, SU and Notre Dame students and alumni have been competing in eco-challenges at the green activism site, CarbonRally.com. As of Tuesday afternoon, 325 Irish supporters have banded together to eliminate 3.14 tons of carbon dioxide emissions, while the scrappy Orange faithful have done away with 3.09 tons of the stuff with a skeleton crew of just 205 participants.

While this year’s Green Week will come to a close shortly after Notre Dame has had its way with the lowly (2-7) Orange, that won’t necessarily spell the end of the conservation movement. In fact, NBCU hopes to keep things green throughout the year, launching a line of earth-friendly products associated with popular shows like Heroes and 30 Rock that will be made available via Green Is Universal’s new online store.