By Marvin Miller, AIB President
“Unless someone like you Cares a whole awful lot, Nothing is going to get better. It’s not.” From The Lorax by Dr. Seuss
Through the $70 million investment from Universal Studios to bring Dr. Seuss’s book, "The Lorax," to the big screen, millions, young and old alike, will hear the message that trees are important. Deviating slightly from the book, the movie is centered around a young boy, Ted, learning about trees. He is forced to deal with his nemesis, the owner of O’Hare Air, who would rather sell bottled air to people than have trees produce it for free. So, from the community of Thneed-Ville, which sports 96-battery operated Oakmatic trees that go from summer to autumn to winter to disco via remote control, Ted ventures to find the truth about real trees, hoping to find one he can bring back to plant, all to impress a girl.
The movie truly does have a great message about the value of trees. It sports some more general environmental stories as well. I have been assured by friends that even a three-year-old understands that not all is right when the Bar-ba-loots are forced to relocate after their habitat is destroyed.
The messages for adult minds are a bit more complex. We are challenged to reconsider our actions when told that people will buy everything and anything sold in a plastic bottle. We are challenged to consider the habitats that plants create for mankind and other living things. And we are challenged to plant a seed, treat it with care, give it clean water, and feed it fresh air.
Sharing this charge, I am happy to report that America in Bloom has been extraordinarily busy over the last month, albeit operating on a much more modest budget than that of "The Lorax" movie. Last month, I wrote about “something exciting to shout about!” If anything, I underestimated the excitement that the month would bring. Still, we’ve done our best to spread the word.
America in Bloom was very excited to debut the new “Discover Plants” brochure. This brochure, along with the companion PowerPoint® presentation, both are available on the
AIB website, have really created some chatter. As of this writing, we have already distributed 25 percent of the copies printed thanks to the anonymous five-figure gift from one of our long-time Stewards. Indeed, folks are talking about flowers and plants in new ways!
In addition, several folks took up the challenge of helping to make the brochure go viral, as best as any printed piece can do. Several organizations have added news of the brochure to their communications pieces, whether printed or electronic. I know other stories are in the works.
Another organization, Ball Publishing, which has also been a long-time AIB Steward, challenged me back. They insisted that if we truly wanted to have the best chance for the brochure to go viral, then I needed to help them with a series of off-the-wall YouTube videos to help spread the word. The videos definitely are not intended to appeal to our traditional flower lovers, but are instead aimed at younger audiences who do not even consider plants. All have a humorous theme about the benefits of plants. Hopefully, this will help spread the word about plants, about our new brochure, and about our other AIB programs to new audiences. You can see links to the three videos released to date on the AIB website, as well. And more are in the works. Whether any one is to your liking or not, the great news is these videos have already each been viewed by thousands of people.
Another bit of the month’s excitement came from AIB’s presence at the Philadelphia International Flower Show. This was the first time our organization has exhibited at any consumer-oriented flower show. We handed out thousands of the new brochures at the show. Thanks to our many volunteers, including board member Delilah Onofrey, judge and board member Katy Moss Warner, and to judge Diana Weiner for helping to secure materials for and build the booth. Thanks also to the many volunteers who helped staff the booth over the many long days that the show ran including judge Diane Clasen and board member and judge Jack Clasen. Plus, judge and board member Evelyn Alemanni spoke to the crowds at the show as one of the featured speakers. America in Bloom was the theme of these efforts, and we’ve generated a long list of cities interested in AIB programs, as a result. To top it all off, America in Bloom was recognized by show sponsor, the Pennsylvania Horticultural Society, as the “Best Achievement for Depicting Horticulture as a Way to Create Community” at the show. Thanks go to Suntory Flowers, Peace Tree Farm, Costa Farms, Knox Nursery, Eckert’s Greenhouse, Taylor Environments, Kraft Gardens, Bruce Jensen Nurseries, Wekiwa Gardens, Foliage Design Systems, the National Foliage Foundation, the Florida Nursery, Growers and Landscapers Association, and to the Pennsylvania Horticultural Society, itself, for their help with the exhibit.
All of these efforts led to an exciting month for America in Bloom. These efforts, combined with reaching the February 28 registration deadline for our 2012 National Awards Program for cities, have led to a busy, busy month. By the way, we have 26 cities participating in this year’s program.
As the Once-ler challenges when quoting The Lorax above, the stories do no good UNLESS the stories are spread, told often, and repeated to help educate others who may not know the news about the benefits of plants. To paraphrase The Once-ler:
You’re in charge of the seeds.
They produce what everyone needs.
Treat them with care, with fresh water and clean air.
Grow a forest!
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