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Blog Posted in avatar   Jonathan Farrell's Blog

An Ecology membership card, the stuff we used to get inside breakfast cereal boxes

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By Jonathan Farrell
Posted May 13, 2012 in Environment
The recent Earth Day celebrations, especially the ones here in the San Francisco area were met with enthusiasm and some clean up.
And, while it is a reason to gather to reflect upon the natural environment of earth and what humans can do to safeguard it, this reporter stumbled across something interesting.
Sorting through some stuff that had been stored away for many years, I found an "Ecology membership card" from 1971. This reporter was about eight years old then. Much of pop culture was simple, it was the days of "bubble gum rock" music, truly prime time programing and limited TV.
One way to reach a wide audience was through breakfast cereals. And, that is where this little membership card was obtained, inside a breakfast cereal. Perhaps if it had been an even earlier time, the membership card might have been in a box of "Cracker Jacks."
Yet as I looked at the little paper card I thought about how much things had changed since 1971 and how much things had not changed in some ways. For example, think about it, since the computer age more paper and consumer waste has increased.
Yet, the population has also increased dramatically as well. Our consciousness might be raised to think ecologically since 1971, but really to what extent? News about global warming and "the Ozone layer" was being talked about back then too. But what has this "awareness" actually done?
Certainly some important legislations have been enacted such as "The Clean Air Act"
Yet have we really reached the goals or even fully comprehended the enormous responsibility humans have in being stewards of a planet that is filled with debris created by our high-tech lifestyles?
Maybe that little membership card from "Sugar Bear" on the box of Post's "Super Sugar Crisp" cereal back in 1971 was a bit naive. Yet it was a start and more than 40 years later, are we still in the elementary stages of this ecological consciousness? Perhaps, only time will tell.

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