Unscrew America

Unscrew America is an environmental awareness non-profit organization that launched in February 2008 with TV and print public service advertising and an interactive Flash Animation web site, unscrewamerica.org, designed by Boom Design Group. Unscrew America is is currently focusing on promoting the energy-saving qualities of Light-Emitting Diode LEDs or CFLs as alternatives to incandescent lighting in the home. Unscrew America has been targeting a younger demographic group than many other green initiatives but, like many green consciousness organizations, it encourages smaller scale, grassroots actions for change rather than systemic change. "Small changes can make a huge difference....even though it's a dark and scary future and we probably only have AbOUT eight years left to really turn things around, you can't just lay that on a kid's conscience, because they're going to feel helpless and it's not effective....but, if you combine that sense of danger with the fact that there are easy things we can do to help, the result is that people feel motivated."

Unscrew America was founded by Californian Lesley Chilcott, a producer of the Al Gore documentary, An Inconvenient Truth, and Roy Spence, principle at Austin, Texas based advertising agency GSD&M Idea City.

Unscrew America has been recognized for its darkly humorous print ads and commercials, one TV spot features Paul Reubens Pee Wee Herman. Creativity Magazine's January 2009 issue's cover featured a CGI Octopus created by New York City based design company, Charlex, for an Unscrew America TV spot.

Currently Unscrew America is partnered with the city of Austin and its mayor Will Wynn, to create an LED test city for energy-efficient lighting and sustainable living.

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