A New Twist on the Conservation Crusade
Although
the definition of environmentalism has evolved since the pop-culture
movement helped create the Environmental Protection Agency in the early
seventies, one basic concept remains-we have one earth and we should do
what we can to keep it in the best possible shape. Given that premise,
and his inborn love for nature, David Winkelman has added a twist to the
conservation crusade-use capitalism to work for environmental issues-not
against them.
Although
Winkelman’s professional repertoire ranges from past-owner of a
recycled-cellulose insulation installation company to successful angler on
the professional circuit, his career choices have always been influenced
by nature. However, it wasn’t until he was I his mid-thirties that
Winkelman acted on an idea that had been evolving in his mind since
college.
The Awakening
While attending St.
Cloud State University in the early seventies, Winkelman became actively
involved in environmental issues, both academically through his major
course of study, biophysics, and socially though the Students for
Environmental Defense Club. After watching a skit that was put on to
raise funds for the environment, a friend of Winkelman’s pointed out the
illogic of asking big corporations for a handout while simultaneously
pointing a shaming finger a them. Small, grassroots organizations were
hard-pressed to make an impression on corporate America.
“He made
sense,” recalls Winkelman. “Raising money to help the environment at the
expense of business wasn’t correct.”
After
years of mulling over the concept of incorporating business with
conservation, Winkelman took the plunge. He sold his insulation business
in 1982 and started The WATER Foundation-combining conservation ideals
with capitalistic methods to encourage consumers to tread lightly on the
environment.
Winkelman
began by selling his ideas to large corporations-offering them sponsorship
in what came to be known as “Conservation Marketing” programs-in exchange
for their sincere commitment to conservation ideals, financial support,
and a market in which to influence consumers. He demonstrated products,
programs, and services that reduce human impact on the environment while
saving money for the consumer.
Today,
the multifaceted communications company works both for the environment and
for a profit. Located ten miles southeast of Brainerd, the organization
promotes environmental awareness and positive action through practical
solutions. Winkelman’s fifteen-member team researches environmental facts
and turns them into fun consumer tips that are broadcast nationwide as
short radio features and advertisements.
For
example, a Goodyear tire ad demonstrates that consumers can save money and
be kind to the environment by simply rotating their tires every ten
thousand miles. By supplying the scientific information and an
advertising “hook” to their industry partners, the foundation bridges the
gap between industry and concerned consumers.
Winkelman
wants consumers to know that they can maintain a high standard of living
and still make decisions that reduce impacting nature in a negative way.
“This is a unique model for a business,” notes Winkelman. “Instead of
following a path, I’ve been taught to make my own.”
Environmental Parade of Homes
The path
of which he speaks leads directly to The Living Arts Center-a perpetual
“parade of homes,” so to speak, for environmental products and processes.
As headquarters and showcase for The WATER Foundation, the center displays
how seemingly small consumer decisions can make a big impact-or prevent a
big impact. While products such as recycled-cellulose insulation,
waterless toilets, and geothermal heating and cooling systems are not
necessarily new, each product or process promoted through the center is
thoroughly researched to ensure it meets strict requirements set by the
foundation’s mission.
For
example, because no structural piece is longer than seven feet, the manner
in which the geometric Eco-Dome is designed encourages the use of shorter
scrap lumber. By mimicking what is found in nature-beaver domes and
birdhouses-the buildings are energy efficient by design. The geodesic
buildings use 33 percent-less material to enclose the same floor area than
a square-type building, and cost approximately $48 per square foot
compared to the average $60-$125 for conventional construction.
The
center also offers on-site demonstrations of building and household
products ranging from compact fluorescent light bulbs to composting
toilets to solar and wind electric power. While the structure itself
models how consumers can save on space, resources, and building costs, The
Living Arts Center demonstrates how this can be done without sacrificing
art or style.
Hitting the Airwaves
The WATER Foundation also reaches across the
globe with its publications, educational programs, Internet links, and
syndicated radio shows. Winkelman’s creative team developed ten programs
focusing on specific consumer markets. Their advertising method
categorizes each promotion by topic-for example, home improvement, water
conservation, or creative recycling.
Each
broadcast message presents pertinent environmental facts with actions the
consumer can take to help the conservation effort and still save money.
The messages hit consumers in their pocketbooks while appealing to their
desire for a cleaner environment and a simpler life. The foundation
generates its revenues through corporate sponsors of these programs.
According
to the most recent Arbitron rating survey, the foundation’s message is
far-reaching. Nationwide, more than 4.7 million listeners hear each
message daily. Most segments are sired during what is known as the
drive-time hours-the morning and late-afternoon time slots when people
travel to and from work. The advertisements also reach overseas on Armed
Forces Radio and Worldwide Christian Radio.
Bog Frog,
a mascot conceptualized by Winkelman and brought to life by artist Paul
Kampa, often delivers the foundation’s radio messages. He makes numerous
appearances across the country at the request of product
sponsors-crusading for conservation and wise consumer practices in the
guise of “Frog-Friendly Tips.” Like Woodsy Owl and Smokey the Bear before
him, Bog Frog brings environmental concerns to the limelight.
“A frog
is the perfect ‘spokesphibian’ because of its sensitivity to environmental
imbalances and its whimsical appearance,” notes Winkelman.
The
twenty-first century will see Bog Frog’s television debut. Winkelman has
decided to let Bog Frog loose to promote environmentally wise consumer
choices. The foundation will continue to oversee the character’s agenda,
but he will soon join Woodsy and Smokey as conservation icons recognized
nationwide.
Proven Effective
Throughout the company’s infancy, Winkelman focused on the marketplace instead of the political arena. He
feels that capitalism, not necessarily the government, has a major role
and a responsibility in conservation efforts.
“If the
quest for profit has hurt the environment, then we should use the
motivation of money to turn things around,” says Winkelman. “In the next
century we’ll have to make changes. Products like compact light bulbs
will create new economic growth while extending other resources. The
quickest way to help the environment is through the marketplace rather
than by archaic government methods.”
Governor
Ventura agrees with Winkelman. The WATER Foundation was recently
recognized as a recipient of the 1999 Minnesota Governor’s Award for
Excellence in Waste and Pollution Prevention. This annual award is
reserved for organizations that demonstrate outstanding pollution methods
rather than trying to control pollution prevention methods rather than
trying to control pollution once it has been created.
Hollywood
has also recognized their mission as important and timely. On January 1,
2000, The Millennium Show will feature The WATER Foundation in its
four-hour environmental segment that will be viewed by millions across the
globe.
As
elemental as water itself, the concept for The WATER Foundation is both
simple and intricate. True to his family’s roots, David Winkelman has let
his childhood love for the outdoors guide his life’s mission. While his
environmental approach may seem at odds with traditional environmental
concepts, he has found an effective way to actively share his deep-rooted
love for nature.
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