MTG CONCEPT

Who has nowadays any doubt about what is coming next? Pollution, global warming, desertification, famine… all these concepts are familiar, aren’t they?

Did you know already in 2007, half of the world population lived in more than one million cities?

Did you know these cities consume more than 80% of planet earth’s natural resources and, what is more, are responsible of 75-80% of CO2 emissions, being the main cause of global warming?

Did you know about 45% of polluting gas emissions are produced by just few Western countries: USA, Europe and Canada?

Did you know about 35% of polluting gas emissions are produced by just few Eastern countries: China, India, Japan and South Korea?

Did you know the most polluting Western inhabitans live in USA, with an average of 18 CO2 tones a year per person?

Did you know the most polluting Eastern inhabitants live in South Korea, with an average of 12 CO2 tones a year per person?

IT SEEMS CLEAR THAT EUROPE, USA AND, SPECIALLY, ASIA MUST START LEADING THE FUTURE. BUT WHAT FUTURE?

Did you know our world leaders have been meeting sice 1972 in order to debate about our sustainable future?

Stockhom 1972 / Geneva 1979 / Montreal 1987 / Rio de Janeiro 1992 / Aälborg 1994 / Kyoto 1996 / The Hague 2000 / Copenhagen 2009 / Durban 2011… are some of the most representative moments.

Did you know they have not reached any legal and vinculating agreement yet that updates the Kyoto Protocol from 1996?

Did you know until 2009 the most polluting countries like China and USA were not vinculated to any world’s agreement?

AFTER SO MANY SUMMITS, CONFERENCES, AGREEMENTS, ROAD MAPS AND PROTOCOLS  IT SEEMS CLEAR THAT WORLD LEADERS UNDERSTAND THE ENVIRONMENTAL PROBLEM IS THE CONSECUENCE BUT THE CAUSE.

THE GLOBAL WORLD FINALLY SAYS SUSTAINABILITY IS NOT JUST AN ENVIRONMENTAL THING BUT, AND ABOVE ALL, A SOCIAL AND ECONOMIC ISSUE.

THERE ARE MANY WHO ARE ALSO SPEAPING ABOUT A FORTH ASPECT, THE CULTURAL SUSTAINABILITY.

BUT, HOW IS THIS NEW VISION OF SUSTAINABILITY -UNDERSTOOD BEYOND THE GREEN AND CONSIDERING SOCIAL, ECONOMIC AND CULTURAL ISSUES- COMMUNICATED?

IT SEEMS OUR GOVERNMENTS AND OTHER PRIVATE ENTITIES UNDERTAKING COMMUNICATION, EDUCATION AND AWARENESS TASKS, CONCERNING SUSTAINABILITY, ARE DETERMINED TO USE FORMATS HIGHLY INACCESSIBLE FOR MOST OF US.

If we make a quick research in the main internet browsers typing some keywords, we can get to the following:

keywords: EUROPEAN UNION SUSTAINABILITY

http://ec.europa.eu/environment/eussd/

http://ies.jrc.ec.europa.eu/

http://eusew.eu/

http://www.euractiv.com/sustainability

http://www.bmu.de/english/sustainability_globalisation/current/doc/35355.php

keywords: UNITED STATES SUSTAINABILITY

http://www.epa.gov/sustainability/

http://www.uspartnership.org/main/view_archive/1

http://sustainus.org/

keywords: 한국 지속 가능 (KOREA SUSTAINABILITY)

http://www.kicsd.re.kr/

http://smcenter.or.kr/smc_sustainability/management.php

http://www.kncpc.or.kr/main/main.asp

http://www.ksasma.or.kr/frontmain.odc

keywords: 日本の持続可能性 (JAPAN SUSTAINABILITY)

http://ja.wikipedia.org/wiki/%E6%8C%81%E7%B6%9A%E5%8F%AF%E8%83%BD%E6%80%A7

http://www.iclei.org/index.php?id=875

http://www.jri.co.jp/page.jsp?id=9190

http://www.japanfs.org/ja/jfsindex/framework/pages/011076.html

keywords: 中国可持续发展 (CHINA SUSTAINABILITY)

http://www.efchina.org/FHome.do

http://www.csa.com/discoveryguides/china/review.php

http://www.china-sds.org/kcxfzbg/

http://baike.baidu.com/view/18480.htm

http://www.acca21.org.cn/

http://www.kcxfz.org/

http://www.chinasd.csdb.cn/index.jsp

At first glance, we can see they are all HIGHLY INACCESSIBLE BECAUSE BOTH ITS CONTENT AND FORMAT.

Moreover, those ones showing examples and/0r more understandable contents, deal with sustainability exclusively from an environmental point of view.

This is why, MORE THAN GREEN ESTABLISHES A DIRECT LINK BETWEEN THE POLICIES FOR A SUSTAINABLE FUTURE (EXTENDED TO SOCIAL, ECONOMIC AND CULTURAL) AND CLEAR EXAMPLES (MULTIMEDIA CONTENT) ABOUT GOOD PRACTICES EXECUTING THOSE POLICIES.

In other words, MORE THAN GREEN EXPLAINS THE POLICIES TOWARDS A SUSTAINABLE TOMORROW BY MEANS OF TODAY’S MEDIA.