Nelonen Media's and WWF Finland's Operation Earth –campaign for better environment has started. The purpose of the campaign is to inform about the various aspects affecting the climate and also promote small things that each of us could do to stop the global warming. In addition to raising awareness, the campaign aims to collect 1,000,000.00 euros for WWF Finland to be used to three different environmental projects around the world. The campaign consists of a website and a reality show starting on tv-channel Nelonen in November. is a fundraising concept owned by Nelonen Media. On the website a donator can buy a piece of virtual globe with a place for example a picture or own name. One pixel costs 10 cents and the smallest possible donation is 10 euros. The bigger the donation, the bigger the place on virtual Earth. The money collected will go to WWF Finland without deductions i.e. Nelonen Media will not charge any of its costs from the total amount of donations.

 Nelonen Media's different media follow the campaign closely. In addition to the website, Nelonen Media's television and radio channels will promote the campaign in their own programs. For example, television channel Nelonen is going to report about the progress of the fundraising in its weather program. "When the idea of a reality show about the climate change was offered to us, we wanted to do more. Media has an opportunity to influence people's behaviour by promoting good causes through different channels," explains Juha-Pekka Louhelainen, President, Nelonen Media.

 Nelonen Media is part of SWelcom, the electronic media division of the SanomaWSOY Group.