NBCU, Etsy partner

Effort part of 'Green Is Universal' push

For its “Green Is Universal” initiative, NBCUniversal is partnering with online handcrafted goods retailer Etsy to sponsor a recycled handmade goods contest, starting today, as a run-up to the conglom’s Earth Week.

For the competish, christened “Art of Reuse,” do-it-yourselfers are tasked with creating new products from recycled material — a popular pastime on Etsy. Judges will include Martha Stewart; Hoda Kotb and Kathie Lee Gifford; and Andy Cohen.

Beth Colleton, VP of the Green initiative, said that environmentally friendly marketing continues to evolve. “The public is more savvy, so they’re constantly pushing media outlets and companies for the latest and greatest,” Colleton said. “Coming out of BP last year and the disaster in Japan this year, we’ve seen that headlines in the news make people want to dig deeper.”

“Art of Reuse” is promoted online across the 8 million member Etsy community and NBCU’s iVillage and on-air via NBCU’s cable suite. The contest’s top 10 entries will also appear on NBC’s “Today” show during Earth Week, April 17-24. Submissions are open until April 11.