Q: Who was involved in creating the “America the Bluetiful” plan, and how do you plan to help publicize the initiative?
A: America the Bluetiful is Sony Pictures Entertainment’s nationwide series of environmental efforts, which allow kids and their parents to meet the Smurfs as they clean up their local parks, encourage recycling, plant trees, and discover other ways to help “bluetify” our country. As part of the initiative, Sony collaborated with the U.S. Forest Service and the Ad Council to produce a series of new PSAs featuring characters from the upcoming family comedy The Smurfs 2. All of the work by Sony was done pro bono.
On Saturday June 22, the PSAs were officially unveiled at The Grove in Los Angeles, as part of The Smurfs 2 launch event, which also introduced “America the Bluetiful.” After the launch, the PSAs will be distributed by the Ad Council to our network of approximately 33,000 media outlets nationwide, who will donate time and space to promote our message.