British Gas in green initiative with CiTV

by Fiona Ramsay, Media Week 04-Sep-08, 10:15

LONDON - British Gas has developed a new series for ITV's children's channel CiTV, as well as an online children's game, to promote green living.

As part of the energy giant's Generation Green environmentally themed schools initiative, ITV is running a series of five-minute shows called Green Up Your Life, with sponsorship and online content across ITV.com and Citv.co.uk.

Starting this autumn on CiTV, the programme, produced by Initial Kids, will feature teams of children accepting a series of eco-challenges such as recycling, saving water and pedal power.

The deal includes broadcast sponsorship on CiTV, online content on Citv.co.uk, ITV.com and Popcorn.co.uk, to engage children and parents in green issues, as well as a licensing agreement. A bespoke Generation Green game called Professor Green and the Eco-Rangers will also be hosted across ITV.com, popcorn and Friends Reunited.

The deal was negotiated by ITV with agency Carat Sponsorship.

The sponsorship creative will be handled by CHI and will feature the Generation Green initiative logo.