Panasonic and the World Heritage Center signed a two-year partnership in June 2011 aiming to promote sustainable development and increase environmental awareness. The World Heritage Eco Learning Program is dedicated to teaching the next generation about the importance of heritage preservation using 3D-related audiovisual equipment and technical support, site visits and contests.
Panasonic’s sole sponsorship of The World Heritage Special was aired on the National Geographic Channel in 183 countries and regions.
A series of Panasonic advertisements related to Panasonic Green Plan 2018 featuring World Heritage sites were also aired on Bloomberg television in 98 countries. Among the stations who aired it were satellite TV (Globo Sat), terrestrial TV (TV Bandeirantes) in Brazil, Zee TV and General entertainment Channel in India and RCTI/Trans TV/Metro/TV One in Indonesia.
Brand ambassadors included English soprano Sarah Brightman, Indian actress Dia Mirza and Brazilian football player Neymar da Silva Santos. The ads promoted environmental initiatives and corporate principles on the environment. Local media and international press such as Bloomberg Businessweek and Newsweek magazines also helped spread the message.