Universal Studios Takes School Kids’ Notes and Greens ‘The Lorax’
The Lorax is a fictional character, but listening to what he says can have real world results.
Ask any tree hugger: Dr. Seuss’s The Lorax is a formative tome among children who grow up to be environmentally protective young adults. Since its publication in 1971, the book has amassed a multigenerational audience of green thinkers. The book’s fan base is so deep and devoted, in fact, that an animated big-screen Lorax is scheduled to rollick into theaters from Universal Pictures in early March.
The Lorax’s big-screen arrival is a big deal to teacher Ted Wells’s fourth-grade class. Mr. Wells, of Brookline, Massachusetts’s Park School, has a policy of teaching his students lessons in civic action and social responsibility, messages dear to the bushy-browed Lorax.
But when “a class of 14 caring kids who want to help the planet” viewed early trailers for Lorax the movie, the students were disappointed. Where, they asked, was the Lorax’s message of saving trees and wildlife? The kids felt that something needed to be done.
'By setting up these projects,' said teacher Ted Wells, 'I’m acting out hope.'
Mr. Wells agreed, and a petition campaign was born. The class logged onto Change.org and collected 57,239 signatures on a letter headed “Universal Pictures: Let the Lorax Speak for the Trees.”
Universal responded to the kids’ concerns. The official Lorax movie website was updated on January 26 to prompt visitors to Go Green! A homepage link opens to the Lorax Project, a joint endeavor by Dr. Seuss Enterprises, Conservation International and Random House to “engage individuals of all ages to do their part to conserve the places and species that are critical to the future of our planet.”
“By setting up these projects,” said teacher Wells, “I’m acting out hope.”
Universal’s Kori Bernards agrees. She tells TakePart, “We’re incredibly impressed with what Mr. Wells has done with his students to raise attention to an important issue and also to teach them about the power of civic action.”
Bernards points out that ongoing promotions and campaigns for the Lorax will unveil partnerships with the Environmental Protection Agency, the National Education Association's Read Across America and Seventh Generation, along with seed giveaways and a Lorax scholastic guide. (The U.S. Department of Agriculture Forest Service has been hosting an Explore Nature PSA, featuring the Lorax in a forest, since December 2011.)
“We accelerated putting the tips on the website because there was a huge interest from Mr. Wells and his class,” says Kori Bernards. “The film definitely preserves the power of the Lorax message in the book and the way it’s told. I have a 5-year-old, and we’ve been reading The Lorax for three years now, since he could first really understand books.”
If Kori’s 5-year-old is lucky, in a few years he will encounter a teacher like Mr. Wells. Everybody needs at least one.
TakePart contacted the Park School game changer and his pupils to learn what made them do what they did.
TakePart: If Universal Studios came to you for ideas for improving their campaign, what would you suggest?
“I’d suggest a different background with more Truffula trees. In the movie the girl wants trees; so let’s give them to her.”—Zoe and Vikrum
“The characters in the ads could talk more about the environment.”—Ben
“There needs to be more scenes about the Lorax in the ads and trailer.”—Alex
“They could link to the ‘Discover the Forest’ video from the movie website. It’s great! And if there’s a big Scholastic booklet coming out for teachers, can it be downloaded from the movie website, too?”—Mr. Wells
“They could in the credits use music that is environmental. They could use ‘Solving for X!’ We love this song.”—Class
“Have green tips in the credits.”—Jeffery
“Have a lesson on how to plant a tree by Ed Norton in the previews before the movie. Then give out tree seeds after the movie!”—Mr. Wells
TakePart: What advantages do school kids have over adults in turning hope into action?
“So some adults say they’re role models for kids, but I think we’re being role models for adults.”—Zoe
“Sometimes kids can be more green. Some adults are too busy to care about the environment. They don’t really notice how grateful they should be for the environment.”—Ben
“We’re going to be on Earth longer than adults will. By the time we’re adults, it might not look as good as it does now, unless people start caring.”—Sophia
“Sometimes adults forget what’s most important.”—Georgia
“We’re cuter.”—Lulu
“Kids have bigger imaginations. Adults, they sometimes don’t treat the Earth the way they’d treat a child, which is the way they should.”—Lulu
“Kids know technology more than grownups who are from the 1900s.”—Jake
TakePart: Tell us a promotional campaign in the past that did a great job incorporating educational messages into their marketing?
Mr. Wells: Random House’s book website for the Lorax is a great example.
TakePart: For Mr. Wells—What prompted you to motivate your students to be socially active citizens?
Mr. Wells: A friend pointed out the new movie to me, and I went to the website. I was sad to see how different the original trailer felt than the book (they’ve changed since to a better trailer). I thought I’d have my students analyze the site versus Random House’s book site. The kids were not happy about the movie website, then I showed them Change.org and asked if they’d like to start a petition.
TakePart: For the Students—What will you take forward with you from Mr. Wells’s lessons in social responsibility?
“Even though we might be very little, we can still make a lot of change in anything we work hard at.”—Georgia
“To never give up.”—Alex
“To always be nice to the environment.”—Ben
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