Disney Unveils Eco Kids Initiative

BURBANK: The Walt Disney Company has announced a multiplatform initiative, rolling out on Disney Channel and Disney XD, among other outlets, teaching kids about ways to protect the environment.

Disney’s Friends for Change: Project Green stars 29 young stars, including Miley Cyrus, Selena Gomez, the Jonas Brothers and Demi Lovato, in outreach messages for Disney Channel, Disney XD, Radio Disney and Disney.com. The campaign invites young people to join together to help the environment across four key areas: climate, water, waste and habitats. Kids will learn practical ways to preserve the planet, track their collective impact and have the opportunity to vote on how $1 million in donations from Disney will be divided and invested in various environmental causes over the course of a year. It kicks off this Friday, May 15, when Disney Channel and Radio Disney will air the first in a year-long series of on-air messages.

“With Disney’s Friends for Change, we’re empowering kids to tap into the potential that lies within each and every one of them to make a difference,” said Bob Iger, the president of The Walt Disney Company. “Building on our recently announced environmental goals, this program highlights what is possible as we leverage Disney’s reach to educate and inspire environmental stewardship in others.”

“We were inspired by the outpouring of enthusiasm from our family of talent to enact real environmental change by connecting with other kids, fans and friends on an entirely new level,” added Rich Ross, the president of Disney Channels Worldwide. “Friends for Change is about the power of friendship—when we all work together, anything is possible.”