ITV And British Gas In Green Initiative

ITV Customer Relations has teamed up with British Gas’s Generation Green initiative to develop a new programme on CiTV called Green Up Your Life and online content across itv.com and citv.co.uk.

Starting this autumn on CiTV, the 10 episode series of five minute shows, produced by Initial Kids, will feature sponsorship idents for the British Gas Generation Green initiative. The shows will feature teams of kids accepting a series of eco-challenges such as recycling, saving water, pedal power etc, to see which team will be crowned champion ‘eco-ranger’.

The integrated deal includes broadcast sponsorship on CiTV, online content on citv.co.uk, itv.com and popcorn.co.uk to engage kids and parents in green issues as well as a licensing agreement. A bespoke Generation Green game called Professor Green and the Eco-Rangers will also be hosted across itv.com, popcorn and Friends Reunited.

The overall deal was negotiated by Ben Louis in ITV’s Integrated Planning team with Jon Pile at Carat. Nick Smith, Client development director at ITV, developed the programming idea and the online activity was negotiated by Nicola Moffat in the Online Sales team.

Ben Louis, planning controller at ITV, said: “Green Up Your Life is the result of an effective partnership created from ITV’s shared mission with British Gas to engage and entertain kids about important green issues. It’s also a great example of ITV providing creative solutions to client briefs and in a collaborative way across ITV’s multi-platform assets.”

The sponsorship creative will be handled by CHI and will feature the Generation Green initiative logo.

ITV: 020 7843 8000 www.itv.com