21st Turtle Media

In 1997 The Commons set up a supporting program and activity area that we called the 21st Turtle Media Collaborative. It is based on the premise that "Sustainable Development is the emerging operational framework for activity organization in the 21st Century". Hmm.

21st Turtle in Brief

The activities of the cooperative program behind 21st Turtle divide into two main streams:

  • The first goal is to mobilize more effective international communications and media support for the very important (if often poorly stated and misunderstood) concept of sustainability. The objective is to reach and create a much broader base of public support for the concept -- not only in "surface education" and nodding rhetorical agreement but also right down to the ultimately critical level of individual awarenesses, choices and behavior in daily life. Based on the assumption that in the final analysis what we call sustainability is and must be the sum of all these individual decisions and resultant actions.

  • The second stream of activity involves presenting and challenging via public debate and actual projects the underlying thesis that 'sustainable development is the emerging operational framework for activity organization in the 21st Century'. We also wanted to put this point before entrepreneurs and decision makers in both private and public sectors -- to determine if we can convince them that this makes sense and thereby set off a "benevolent spiral" of projects and actions which will lead not only to more responsible performance on the part of those concerned, but also increased profits and satisfaction. And to powerful new role models and templates of behavior that, once they are understood and appreciated, will add real momentum to the move to sustainability.

And for more...

There are two places that you can go to now for more on this concept and program. The first is to the 21st Turtle Media Collaborative site which can be accessed here. The second, and perhaps the most interesting in the context of this project, is by consulting a (fairly large) PowerPoint brainstorming presentation . This you can access either

(If possible, do try to ensure that you have a good sized monitor and fast connection to the Net to be able to get full value out of this presentation. Also get comfortable since it will take you a while. But if you are interested in the concept of sustainable development and how we might do a better job of putting it to work, this just may be worth the bother.)

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