We just received a nice little press release from Melonite Emily Knudson. It’s about an exciting new TV show that’s supposed to be doing big things for sustainability and community. If they can make TV a positive force, maybe this is worth a read. Here’s the release:

Seattle’s little TV show that could – Mission: Sustainable – is gaining momentum on its climb to the top by taking an unconventional and simple path to success.

Seattle, WA – January 4, 2010 – There’s a unique story developing in Seattle for television producer Rose Thornton, and it revolves around the simple concept of “ask and ye shall receive.” Against all odds – as well as Hollywood’s blueprint for how-to-make-a-television-show – Thornton and her company, ReGeneration Productions, are nearly finished producing the pilot episode for the green-themed makeover show Mission: Sustainable.

This man-bites-dog story is compelling because Thornton bypassed the traditional approach of selling a TV show to the networks. She wasn’t interested in optioning the concept or parading through the networks with a treatment to pitch the show. Instead, she opted to produce the pilot episode on her own – with little production experience and no money – simply by telling people she needed their help.

Silly idea? Not to Thornton, who has applied this mantra since May of 2009 and has a long list of successes already under her belt, including finding a director, holding auditions, casting a team of eight local sustainability experts, locating a crew and necessary equipment, shooting and editing the pilot episode, and creating the “Green Carpet Event of the Season” in the form of the show’s premiere at Seattle Center’s Fisher Pavilion on February 11, 2010. In addition to the Seattle premier, the Mission: Sustainable team was also invited January 22-24 to broadcast the pilot during Eugene, Oregon’s 5^th annual Good Earth Home, Garden & Living Show – the nation’s first sustainable home show, attracting tens of thousands of visitors annually.

“From the very beginning, all I had going for me was an idea I was extremely passionate about,” says Thornton, a 23-year-old graduate from the University of Washington’s Community, Environment and Planning program. “All I’ve done is share my idea with people who care about the environment and sustainable living, and it wasn’t long before people were contacting me out of the blue offering their support. It has been a phenomenal seven months.”

Mission: Sustainable has been fueled by the energy of more than 50 volunteers – not a single person involved in the production is being compensated – and the donation of products and services from more than a dozen organizations, including the Seattle Center, In Harmony Sustainable Landscapes, Mode Organic Salon, PCC Natural Markets, Full Circle Farms, Mutual Fish Co., Vesta Home Performance, Absolute Digital Media and Pure Audio. More than $20,000 has been donated since the project began in earnest last September.

“I’m proud to say that I live in a community that gets the importance of sustainable living,” says Thornton, who estimates the total out-of-pocket expense for the show to be less than $900. “Whenever we’ve asked for help, Seattleites have stepped up and delivered with pride and enthusiasm. They want this show to make it and are doing whatever they can to help us. I’m humbled and forever grateful.”

Thornton and company are facing their greatest financial obstacle since the project began with a $5,000 funding gap to secure payment for required union workers for the premier event at Seattle Center’s Fisher Pavilion.

“We think it’s extremely important to have the premier at a green location, and Fisher Pavilion fits the bill,” says Thornton, who is working closely with her marketing team to invite local politicians, dignitaries and celebrities to attend the big event, which is expected to draw more than 1,000. “We reviewed several less expensive venues, but all along we’ve felt this was the venue for us. Now, we simply need to ask all the green-friendly businesses to help us make this dream a reality.”

Thornton and company are reaching out to more than 100 Seattle-based companies to support their efforts in the form of donations. In return, the sponsoring companies will have reserved seating at the event, logos included in all advertising efforts and the opportunity to have a booth at the event. In addition, anyone in the community can donate to help the cause by visiting the Mission: Sustainable website at www.mission-sustainable.com and selecting the “Donate” tab.

Anyone interested in supporting the Mission: Sustainable production process is invited to contact Thornton at rose@mission-sustainable.com. “This is a show about Seattle initially, yet it’s for the benefit of the entire planet,” says Thornton. “We’ll talk to anyone and everyone who wants to help us get the show on TV as soon as possible.”

Media Contact: Rose Thornton, 206-335-5370, rose @mission-sustainable.com

About Mission: Sustainable: Think Queer Eye for the Straight Guy and What Not to Wear for green lifestyles. Each show will feature a new individual nominated by friends and family for a sustainability makeover. Depending on the nominee’s lifestyle, three green consultants will be chosen to perform a makeover customized to the individual’s needs, desires, and walk of life.

About ReGeneration Productions: Founded by Rose Thornton, ReGeneration Productions creates community-based green media in the Seattle area with a mission to communicate the ideals and practice of urban sustainability. Visit www.regenerationproductionsllc.com for more information.

This entry was posted on Tuesday, January 5th, 2010 at 12:22 am and is filed under Local News, Seattle. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.