Emile O’Brien, who founded the environmentalist film and television consultancy service Earth Angel, was inspired to do so after studying production at New York University and seeing how much waste there was on sets, according to Vice. As an example, BAFTA says a single hour of fiction or nonfiction television produced in the UK generates thirteen metric tons of carbon dioxide, which is almost as much CO2 as an American produces on average in a year. To encourage a business which prides itself on its progressivism to put its money where its mouth is environmentally, O’Brien suggests that crews departmentalize “Eco Production Assistants,” and that activist groups host awards ceremonies for sustainability.