A nice round number is $40 million. That's the amount National Wildlife Federation has committed to "green marketing".

Jamie Matyas, NWF COO and EVP of Marketing, announced in a DM News article yesterday that the organization has hired the services of two "green marketing" agencies who are partnering to develop a variety of campaigns, all directed towards their core constituents. To name a few, advertising initiatives will revolve around Ranger Rick and Your Big Backyard kids' magazines, the Great American Backyard Campout, and a col­lege campus program that teaches alumni and faculty how to reduce their carbon footprint.

This goes to show just how dedicated NWF is to our environment. A tactical effort not only to encourage our generation's "green" decisions, but our children's - instilling values that they will carry on with them into adulthood.