STRATHAM, NH: Timberland partnered with Wyclef Jean, musician and reputed social activist, to launch a multi-tier global marketing initiative in line with its social activism program, Earthkeepers.

VERNON HILLS, IL: Tetra Pak, a global supplier of carton packaging, is ramping up its consumer-facing PR, a departure from its more typical b-to-b efforts. In the US, it is trying to generate awareness of the environmental and health benefits of carton packaging among influencers in the consumer lifestyle arena.

ATLANTA: Experiential marketing agency Ignition is aiming to deepen its commitment to sustainability by creating a set of guidelines to reduce the footprint for all of its campaigns and events.

NEW YORK: In its continuing efforts to build awareness about climate change, Deutsche Bank unveiled The Carbon Counter, a 70-foot high digital billboard located near New York's Madison Square Garden that tracks the atmospheric concentration of greenhouse gases in real time.

TORRANCE, CA: Toyota and Michigan-based Gas Station TV (GSTV) recently partnered to launch "Prius Neighborhood," a social media initiative to promote Toyota's new Prius and GSTV's cause-related efforts.