…the Gates Foundation is set to expand its involvement and spend more money on influencing popular culture through a deal with Viacom, the parent company of MTV and its sister networks VH1, Nickelodeon and BET. It could be called “message placement”: the social or philanthropic corollary to product placement deals in which marketers pay to feature products in shows and movies. Instead of selling Coca-Cola or G.M. cars, they promote education and healthy living.

For years, those of us involved with cause marketing have relied on inking deals with manufacturers to support our causes and relying on government funding, public service announcements, paid advertising and public relations efforts to get our message to the people. Now a whole new era of personal responsibility has opened up new doors to new ways of getting the word out.

James Steyer, chief executive of Common Sense Media, which promotes family-oriented entertainment, said foundations typically seek to mold television programs with just advice and prodding.

“The difference here is the Gates Foundation is paying for this, that they are actually willing to pay for programming,” Mr. Steyer said.

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Given recent green industry talk surrounding free internet and conquering the digital divide,  Meraki, a leading provider of Wi-Fi networking solutions has recently decided to partner with One Economy, global non profit. The partnership pushes digital inclusion by delivering affordable broadband Wi-Fi to more than 100,000 low-income housing families.

Meraki is a San Francisco based private start-up company that was born out of a research project initiated by Sanjit Biswas and fellow Harvard PhD students. Meraki’s Wi-Fi networking technology drastically reduces the cost of deploying reliable Wi-Fi networks. The start-up has successfully implemented its networks in a variety of situations already, both residential and educational. As part of a multi-year agreement, One Economy will deploy Meraki solutions to low-income communities in every location it provides services to starting with major U.S. cities including Atlanta, Boston, Chicago, Los Angeles, San Francisco, and eventually throughout the globe.

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Contributions to animals welfare and rights organizations such as People for the Ethical Treatment of Animals rose 11 percent in 2007 (the most recent figures available), even with the economic downturn that began that year. The farming industry-friendly Animal Agriculture Alliance attributes this rise in funding as playing a key role in the increase in campaigns and actions being taken against the livestock industry.

While some of the most prominent US based animal welfare organizations, such as PETA and the Humane Society, saw modest to negligible increases (11% and <1%, respectively), other groups saw huge increases in funding. The World Society for the Protection of Animals saw its donations nearly double between 2006 and 2007, and the brand new Animal Acres received almost five times as much money in 2007 as it had the prior year.

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Responding to the sharp economic downturn facing the nation, a group of seven leading nonprofits that offer lending and support services to small businesses are taking swift actions to help entrepreneurs challenged by higher costs, declining sales, and tightening credit.

Leaders of the seven organizations came together last month in Albuquerque, NM, to share their approaches, including: customizing their counseling and coaching services to help businesses adapt to the economic downturn, implementing new technology and reconfiguring staff to increase loan production, and developing new loan products and financial counseling services for credit-challenged customers.

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Tis’ the season to donate and if you’re so inclined there are lots of folks trying to help you do it.  Facebook has jumped into the game with an application to give Facebook Charity Gifts. Through the app, you make a donation as a gift in a friend’s name and your friend receives a nifty icon on their Facebook page. Sounds like a great proposition, right? The problem is that Facebook did not do its homework on all these nonprofits.

A quick check on Charity Navigator reveals that only seven of the twenty-one nonprofits (33%) were given 4-star ratings: American National Red Cross, One Economy Corporation, Heal the Bay, Islamic Relief, MERCY CORPS, Humane Society of The United States and United States Fund for UNICEF. One group earned 3-stars (”good”), two groups earned 2-stars (”fair”), two are hospitals (and not 501c3 charities)[CORRECTION: the hospitals are both in fact 501c3s] and seven groups were not even rated, including one group with no website [CORRECTION: LOVEFUTBOL does have a very nice website], no HQ and listed “c/o” someone who apparently lives around the corner from me. I should add that looking at the rating is not always enough.  As a reader named David pointed out in a comment to the post last week, notwithstanding its 4-star rating, UNICEF has its own questionable practices.

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In life, as in business, it’s important to have role models. Having people to look up to and guide you along in your career is one key to success. Admiring other businesses can help you understand the market and your competition, and can give you ideas for your own business.

Now, since I need a little motivation and inspiration while starting my green design studio, I present a smattering of my business role models in the field of green graphic and web design.

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There are many groups which are harnessing this visual power. Having already reached many through the visually powerful mountain-top removal through the Appalachian Voices and mapping the destruction that has raged across Sudan, Google realized the unique opportunity to connect people across the world. "At Google, we believe technology can be a catalyst for education and action," Elliot Schrage, Google’s vice president, said in a statement.

The United Nations Environment Programme are using the satellite pictures as a "wake-up all to of us to look at the sometimes devastating changes we are wreaking on our planet." Using images focused on hot spots, their goal is to help people identify and understand the damage humans are causing upon the planet, and then to help them make an effort to change. Many issues ranging from water shortages, forest and biodiversity loss to climate change occur over a period of time which makes it difficult to appreciate the degree of damage that has occurred. Through approximately 30 years of images condensed to a time-sequence series, the viewer is able to visually connect the statics with powerful images.

Fair Trade Certified products was the newest layer announced, along with the Global Heritage Fund and Earthwatch Expeditions. This new layer allows consumers to view information on TransFair USA certified products. Over 70 co-ops are marked, including coffee, tea, chocolate, mangoes, and bananas. Each co-ops pop-up includes a picture as well as information about the Co-op, it’s location and community betterment programs which result from the sale of their Fair Trade goods. Creating this connection between consumers and producers is essential for honest and fair trade for when there is a person behind the product people are more likely to respect the humanity that went into production.

As Dr. Jane Goodall said, "Only if we understand can we care. Only if we care will we help. With Google Earth Outreach, more people have the chance to see, to care, and then to act."

To access these new layers simply download Google Earth and expand the Global Awareness layer to see those available and check out the many Fair Trade products and the people who grow them.