1990 Ad

Target and Kids Team Up To Save the Environment

A subtle change in the lighting department of the Eagan, Minn. Target store illustrate the profound effect a new and innovative environmental program has had on every facet of the chain's operations.

"See these lamps? We received a letter from a youngester who belongs to one of the Kids For Saving Earth clubs asking us why we waste so much energy leaving all these lights on all day," said Target vice president for public and consumer affairs George Hite. "Now we use energy-efficient bulbs and we don't keep as many lit as we used to. It just shows the enthusiasm the Kids For Saving Earth program has created, as well as the importance of getting your own house in order - environmentally speaking.

"It's great. These kids really keeps up on our toes."

"These kids" are the thousands of children around the world who belong to Kids For Saving Earth, an international non-profit organization founded and promoted by Target.

Kids For Saving Earth is the centerpiece of a multifaceted community service program that enabled Target to win the 1989 Discounters in Service to the Community award.

What separates Kids For Saving Earth from other environmental groups and effort is its focus on empowering and impassioning children. A true grass roots campaign, Kids For Saving Earth also shows how something positive can spring from tragic circumstances.

Youngster's Dream Fulfilled

The first Kids For Saving Earth club was started by 11-year-old Clinton Hill at his elementary school in New Hope, Minn. According to literature produced by Target, "Clinton Hill was not a scientist. He wasn't a politician. He had no titles or degrees that qualified him as an environmental expert. Clinton Hill was an 11-year-old boy. Not because cancer tragically took his life at that tender age. But because the life he did live displayed a courage and purpose, a sensitivity to the world around him, that should guide us all."

Clinton got his fellow students involved in projects like recycling bottles and cans and asking businesses to use recycled paper.

At about the same time, Target was beginning to publicize its environmental efforts, such as recycling office paper, aluminum cans and cardboard waste. Clinton's mother, Tessa, picked up a flier in a Target store that read: "The Earth is on loan from our children. Let's treat it well."

Hill contacted Hite and asked if he would speak at her late son's school club, which she kept alive as a non-profit foundation in memory of Clinton, who died in late 1989. After talking to the group, Hite was convinced that Kids For Saving Earth fit the discounter's overall crusade to protect the earth and environment.

On April 22, the 20th anniversary of Earth Day, Target kicked off its nationwide promotion of Kids For Saving Earth with a four-color, four-page insert in its Sunday supplement to 35 million homes. Institutional TV spot ran in the discounter's top 13 markets during the week prior to Earth Day.

A freestanding display was set up in each Target's store for children and adults to sign the Kids For Saving Earth promise: "The Earth is my home. I promise to keep it healthy and beautiful. I will love the land, the air, the water and all living creatures. I will be a defender of my planet. United with friends, I will save the Earth."

On May 11, those signatures were presented to the U.N. General Assembly during its Youth Forum on the Environment. In a moving ceremony, which included participation by 1,000 children singers and musicians via satellite from the atrium of the International Market Square in Minneapolis, attendees of the U.N. Youth Forum were treated to an uplifting performance of the Kids For Saving Earth Promise Song.

Target coordinated the event, which included the complicated logistics of the satellite feed, and sponsored the delegation of over 30 people, including 10 children from the founding chapter of Kids For Saving Earth. Following the performance, "the silence was overwhelming," said Hite. "Everyone was in awe."

After the delayed standing ovation, everyone at the United Nations held up a large yellow sheet filed with names of people who signed the Kids For Saving Earth promise at Target stores on Earth Day. The event concluded with another musical performance, this time with everyone at the U.N. joining voices with the gathering back in Minneapolis.

An Encore for Gorby

The performance was duplicated less than a month later, on a somewhat smaller scale, for Soviet leader Mikhail Gorbachev and his wife, Raisa. About 200 young musicians sang the Promise Song on the airport tarmac as the Gorbachevs were concluding their visit to Minnesota. "It was really moving to see the kids perform for such an important world leader," commented Carolyn Aberman, project administrator of Kids For Saving Earth at Target.

Other aspects of Target's Kids For Saving Earth program garnered less publicity than the U.N. visit, but were just as important.

Free activity posters in each store included facts about the environment and fun projects for children to participate in. Clinton Hill's personal story was recapped on shopping bags and brochures. T-shirts with the Kids For Saving Earth logo, designed by Clinton, are being sold in all Target stores, with all profits being contributed to the Kids For Saving Earth organization. A new book, "50 Simple Things Kids Can Do To Save The Earth," by John Javna, was exclusively introduced in Target stores across the country this year, and again, profits were given to the national Kids For Saving Earth organization.

By this summer, more than 25 Kids For Saving Earth clubs have been formed in the United States, the Soviet Union, Australia, Canada and other countries.

Besides funding Kids For Saving Earth, Target has been reevaluating its store operations to respond to environmental concerns. It switched to store lights that use one-third less energy and is working to reduce the amount of packaging on the products it sells. More than three-quarters of the trash generated by Target stores is now recycled.

Target's circulars are recyclable and will soon include the recycle symbol. The company is currently seeking a recycled paper capable of being used on the high speed presses that are needed to print the large volume of circulars that the discounter produces per year.

All of Target's nearly 7,000 checkout lanes have both paper and 35% recycled plastic bags. Both the paper and plastic are recyclable. For the future, Target hopes to find recycled paper shopping bags strong enough to work, is looking for ways to recycle snack bar cups and supplies, and is working with suppliers to develop environmentally friendly products and packaging.

Target's "3 Environmental Rs" card is available at all checklanes throughout the chain. Calling on customers to: * "Reduce: Target stores already are the most energy-efficient discount retail stores in the country but there's room for improvement." * "Recycle: More than 75% of the trash generated by this store is recycled. Nationwide, Target keeps 15,500 truckloads of corrugated cardboard out of U.S. landfills each year (that's 100 miles of garbage trucks!)." * "Respond: Our customers have always made a difference in the products we carry and we will continue to respond to your concerns."

The cards have been instrumental in generating supportive comments and positive suggestions from customers.

PHOTO : Children were able to sign a display in each Target store that was then sent to the U.N. General Assembly.

COPYRIGHT 1990 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2004 Gale Group