• by Fern Siegel , June 15, 2009

Sundance Channel, Brita and Green Works brands have signed on as co-presenting sponsors of Sundance Channel's original series "The Lazy Environmentalist," kicking off Tuesday, June 16.

The seven-part series is hosted by environmentalist and author Josh Dorfman; his goal is to help people incorporate environmental principles into their professional and personal lives with ease. Dorfman finds environmental skeptics in various fields, such as business, food and fashion, then introduces ecologically balanced options that meet their exacting standards.

The professionals include fashion stylist Wendell Haskins, who works with R&B and rock musicians, New York interior designer Robert Passal, Mayor John Tran of Rosemead, Calif., in Los Angeles County, private Hollywood chef Bruce Barber, landscape designer Dylan Dyer and Brooklyn bar owners Nicolette Krick and Josh Sampson. "The Lazy Environmentalist" airs 9-9:30 p.m., part of the network's Tuesday night green programming block.

An appeal for the co-sponsors -- the Brita and Green Works brands will be integrated into almost every aspect of the show: on air, online and on demand.

For example, in the first episode, Dorfman is working with a family on how they can lead a greener lifestyle, and suggests a number of greener solutions in the kitchen -- among them, plant-based cleaning products, "like this product from Green Works." In another episode, he's working with a chef about how small changes can make a big difference. He says that using filtered water -- like this Brita filter -- eliminates plastic bottle use.

Each episode will include a series of custom-produced "Eco Tips" branded to Brita or Green Works. Plus, a one-minute interstitial series, "The Lazy Greenover," produced for the two co-sponsors, will air in each episode. In them, Dorfman recommends everyday environmental solutions. The vignettes will also air on "The Lazy Environmentalist" mini-site at sundancechannel.com/lazy, alongside episode recaps and behind-the-scenes clips, as well as the channel's VOD platform.

"This sponsorship is a perfect example of how we work closely with marketers to create "TiVo proof" branded solutions within a clutter-free environment that speaks to our highly influential audience," said Kim Gabelmann, senior vice president, branded entertainment and partnerships, Sundance Channel.

"The series is a great platform to integrate our brands and show how small steps can make a big impact on the environment," added Scott Iason, Group Manager at Clorox. Green Works is a line of natural, plant-based cleaners from Clorox. To promote their brands, Brita and Green Works can re-purpose the "Lazy" vignettes on their Web sites and syndicate them in retail locations.

Brita's involvement with the company began at this year's Sundance Film Festival as part of its FilterForGood Campaign to reduce bottled water waste. Dorfman hosted the Brita segments from the festival.

Dorfman is also a commentator for "Big Ideas for a Small Planet" on Sundance Channel. He originally created "The Lazy Environmentalist" as a talk show on Sirius Radio from 2006 to 2008.