Comedy Central Launches Pro-Social Initiative

NEW YORK, August 14: Comedy Central has launched Address
the Mess, a new multiplatform pro-social
campaign committed to educating viewers on easy ways to reduce waste, improve
their lives and help revive the planet.

The first phase of the pro-social initiative includes a
Public Service Announcement (PSA) campaign designed to introduce the initiative
and the debut of the interactive and educational website AddressTheMess.com,
which will inform visitors on a variety of environmental issues such as the
impact of their carbon footprint, proper trash disposal of household items,
motor oil and e-ware. The initiative’s site will also provide links to partner
sites such as the Natural Resources Defense Council, Earth 911 and GreenDimes,
that offer specific information about what people can do and how they can
effect change by providing real, tactical ways to take action. On a personal
and local level, Address the Mess will
encourage action with community clean-up projects and the revitalization of
neighborhoods and historic venues.

Along with an on-air and online presence, Comedy Central
will spread the message of Address the Mess
through the network's successful Comedy Central Live stand-up tours, beginning
with a college tour this fall, which will include student involvement in
recycling drives. The network is also in discussions with its national
advertising and affiliate partners to build the reach and impact of the
initiative, with details to be announced at a later date. Comedy Central has
previously announced that, with the help of NativeEnergy, a national marketer
of carbon offsets and renewable energy credits (RECs), this year's Comedy
Central Roast of Flavor Flav was the
network's first-ever carbon neutral production.

"A lot of people in the Comedy Central audience want to
do their part; they just aren't sure where to begin,” said Kelleigh Dulany, the
VP of public responsibility at Comedy Central and Spike TV. “We want to help
them find that starting point and inspire and move others to act as well.
Environment concerns are especially relevant to our audience and we've made the
message of this initiative accessible to them by putting it in the unique
Comedy Central voice. We can be direct and concise without appearing pushy or
preachy."