Grist, an online source for environmental news and information, says while Earth Day -- celebrated every year on April 22 -- played a critical role in launching the modern-day environmental movement, its message has become watered down. Grist's promotion highlights the changes people can make in their everyday lives to help the Earth.
"Too many people tokenize Earth Day, using it as an excuse to hug a tree one day and ram it with their SUV the next," said Chip Giller, founder and CEO of Grist. "We say, screw that. One day is for amateurs. We can do better."
The irreverent campaign coincides with the start of a year-long 10th Anniversary celebration for Grist and the launch of its new Web site at grist.org.
Grist is encouraging new users to sign up for daily and weekly news updates by providing two incentives: a free download of its book "Wake Up and Smell the Planet: The Non-Pompous, Non-Preachy Grist Guide to Greening Your Day" and a free trip for two (including round-trip airfare, full festival passes and carbon offsets) to Bonnaroo, the popular music and arts festival that has a long-standing commitment to sustainability.