Disney Friends For Change

Like most companies, Disney is no
stranger to “going green”.  In the
summer of 2009 Disney Channel
launched the Friends for Change
(also known as Friends for Change:
Project Green) campaign.  Friends
for Change invites Disney Channel
fans to take action and learn about
the importance of helping the environment. 
Disney Channel airs public service announcements
of the Disney stars stressing environmental issues. 
Stars of the original PSAs included,
Miley Cyrus, Jonas Brothers,
Selena Gomez and Demi Lovato.

"Stars from Disney Channel invite you and your friends to help make the planet a better place. To reg and pledge, visit http://www.Disney.com/FriendsForChange"

Another initiative set forth by Friends for Change was giving fans the power to choose where to donate $1 million.  Disney Friends for Change Games premiered June 24, 2011 on Disney Channel, replacing Disney Channel Games.  Disney Friends for Change Games is a series of physical challenges inspired by everyday "green" acts performed by four teams of Disney Channel stars.  The teams donated to Fauna and Flora International, World Wildlife Fund, Ocean Conservancy and UNICEF.




Disney stars also recorded several songs to promote the campaign.  Proceeds were donated to various environmental groups.  Each song debuted on Radio Disney.

"Send it On"

Miley Cyrus, Jonas Brothers, Demi Lovato and Selena Gomez

"Make a Wave"
Demi Lovato and Joe Jonas

"We Can Change the World"
Bridgit Mendler

On Disney's part this was a stellar PR move.  Disney Friends For Change gives kids a worthwhile cause to be part of while promoting how much Disney cares about the environment.  Parents love that their kids are making an effort to help the planet (and lower electric bills.)  It is promoting a healthy and positive message.  Supportive parents allow Disney Channel to keep its huge fan base.  The campaign also moonlighted Disney stars giving them all great press, which is always a plus (especially for Miley and Demi.)  

The Walt Disney Company - Disney Friends for Change campaign won multiple Corporate Social Responsibility (CSR) awards from PR News in 2011. The site states that these awards are given to companies that have "been linked to improved reputation and employee morale." It goes on to say "CSR is not just good business—it brings in business as well". Which is what good PR is all about. Friends for Change won the Environmental Stewardship award. It was also awarded honorable mention for Cause Branding and Green PR campaign.