JUICE’s Green Channel Goes Live

This Saturday, 28 March from 8.30pm to 9.30pm, the world will be enveloped in darkness for 60 minutes to mark Earth Hour. An initiative started by World Wide Fund For Nature (WWF) in 2007 in Sydney, it is now a global movement aimed at promoting awareness to fight against climate change, and JUICE is taking part. We’ve also decided that rather than contributing an hour of our time to the cause, we’d like to commit to lasting change, which is why today we’re launching our latest channel.

That’s right, JUICE is going green and furry. JUICE ♥ is dedicated to empowering you with the information necessary to make a difference. It’s anti-fur, anti-cruelty, pro-environment and conservation, and seeks to promote ethical living.

Unlike other sites, we’re not going to bombard you with impractical suggestions on how to make the world a better place or demand that you make difficult changes. We totally get that many guides are designed for fully developed countries in often temperate climates and aren’t terribly workable here.

We also wanted to demonstrate that you don’t need to be superhero or a saint to save the planet. In fact, you can make a difference with a little effort. So no, we won’t demand that you put your car on the scrap pile and use a bicycle (unless you live a few blocks away) or insist that you only take public transport – at least not until the roads are safer and the current public transport system is a better integrated one.

We’ll also be highlighting a bunch of causes and issues, not just our favourite ones, as we believe everyone has something different they’re inclined towards. For some, its sustainable practices like recycling, for others, its conservation or fighting the good fight for our furry friends. We hate having causes rammed down our throats, and not everyone cares about the same thing. We get this. We also get that to really make a change we’ve got to take action. Any action counts. We’re all in this together and we can make a difference together, in our own separate ways.

We’ll be interviewing local peeps who are doing good things, nominating Green Lights, those heroes championing the cause, and turning the spotlight on initiatives from cool brands that are ethically-minded. Adidas has it’s Grun line and guerrilla gardeners, for example. After all, just cause you’re ahead of the curve and street, doesn’t mean you don’t care, right?

So go check it out. Then spread the word. Everything has a tipping point when a simple action becomes a sweeping revolution. We’d also like to hear from you. We know you’ll have your own tips too and maybe even know of ways to get involved, or people who already are. We’re down with that.

Thanks for reading! Click here to check out the new channel. ♥