PCI Video, The Cost of Cool, Examines
the Hidden Impact of Teenagers’ Materialism and their
Power to Change
 The
Cost of Cool is a new video designed to demonstrate
to American teenagers how their personal buying habits affect
the planet. Using a non-confrontational approach, this 26-minute
production looks at everyday items, from t-shirts to sneakers,
and tracks their impact on the world's resources. The consumer
cost of these items is compared to their actual environmental
costs, offering an in-depth examination of the problem of
over-consumption and its effects on the earth.
The video also depicts how forces in our media-intense world
compel us – from the earliest age – to consume
every kind of resource and product. The
Cost of Cool provides insight into ways we can
enjoy a sustainable, high quality life while being less focused
on personal possessions and consumption. The video will be
accompanied by a teacher's guide for use in schools.
The Cost of Cool
is produced by Population Communications International (PCI)
in association with Cognizant Media Productions. PCI is a
non-profit organization producing carefully researched and
culturally sensitive soap operas that encourage people to
make choices that lead to sustainable development.
“Quality of life is paramount to PCI’s mission,”
says PCI president David J. Andrews. “We’re very
concerned about the impact of consumption on the environment,
and certain that this extraordinary film will have a profound
impact on its teenage viewers.”
“Shopping has become a sport in the U.S., especially
for young people,” says Alexandra Paul, the video’s
executive producer and host. “A recent study indicated
that over 92 percent of American girls prefer to go shopping
over anything else. That’s their idea of fun! This film
tries to get teens to examine their goals and understand the
positive effects for the world if each of us consumes less.”
The Cost of Cool
has been designed to complement and expand on the messages
of Jam Packed, an
award-winning video created in 1998 by the same production
team. Jam Packed demonstrates
to teens the impact of human population on our planet using
richly textured images, addresses myths about population,
and offers positive steps that each of us can take to be part
of the solution.
English and Spanish versions of The
Cost of Cool and Jam
Packed will be marketed together as educational
tools to schools, libraries, environmental and educational
organizations, and individuals.
To order copies of The Cost of
Cool and/or Jam Packed,
contact: The Video Project, 45 Lusk Alley, San Francisco,
CA 94107. The telephone number is: (415) 821-7200. On-line
orders can be placed at www.videoproject.net.
or
To order copies of The Cost
of Cool and/or Jam
Packed, contact: PCI USA, 4400 Coldwater Canyon
Avenue, Suite 220, Studio City, CA 91604. The telephone number
is: (818) 487-1955. Orders by e-mail can be sent to pciusa@population.org.
PCI engaged the video production firm Cognizant Media to
create The Cost of Cool.
Cognizant is home to a family of media professionals who believe
they can make a difference with their talents. Their aim is
to spotlight issues of importance, showcase the positive,
and inspire with stories about people, places, and things
that are reshaping our world.
Funding for The Cost of Cool
is provided by the Geraldine R. Dodge Foundation, the Laurel
Foundation, and the Arntz Family Foundation. Executive producer
is Alexandra Paul. Producers are Gregory Molina, Geoffrey
Holland, and Marc Griffith. The director is Michael Tobias.
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