Mobilizing 200 million people in 141 countries and lifting the status of environmental issues onto the world stage, Earth Day activities in 1990 gave a huge boost to recycling efforts worldwide and helped pave the way for the 1992 United Nations Earth Summit in Rio de Janeiro. Unlike the first Earth Day in 1970, this 20th Anniversary was waged with stronger marketing tools, greater access to television and radio, and multimillion-dollar budgets.
Two separate groups formed to sponsor Earth Day events in 1990: The Earth Day 20 Foundation, assembled by Edward Furia (Project Director of Earth Week in 1970), and Earth Day 1990, assembled by Denis Hayes (National Coordinator for Earth Day 1970). Senator Gaylord Nelson, the original founder of Earth Day, was honorary chairman for both groups. The two did not combine forces over disagreements about leadership of combined organization and incompatible structures and strategies. Among the disagreements, key Earth Day 20 Foundation organizers were critical of Earth Day 1990 for including on their board Hewlett Packard, a company that at the time was the second-biggest emitter of chlorofluorocarbons in Silicon Valley and refused to switch to alternative solvents. In terms of marketing, Earth Day 20 had a grassroots approach to organizing and relied largely on locally based groups like the National Toxics Campaign, a Boston-based coalition of 1,000 local groups concerned with industrial pollution. Earth Day 1990 employed strategies including focus group testing, direct mail fund raising, and email marketing.
The Earth Day 20 Foundation highlighted its April 22 activities in George, Washington, near the Columbia River with a live satellite phone call with members of the historic Earth Day 20 International Peace Climb who called from their base camp on Mount Everest to pledge their support for world peace and attention to environmental issues. The Earth Day 20 International Peace Climb was led by Jim Whittaker, the first American to summit Mt. Everest (many years earlier), and marked the first time in history that mountaineers from the United States,Soviet Union and China had roped together to climb a mountain, let alone Mt. Everest. The group also collected over two tons of trash (transported down the mountain by support groups along the way) that was left behind on Mount Everest from previous climbing expeditions. The master of ceremonies for the Columbia Gorge event was the TV star, John Ratzenberger, from "Cheers", and the headlining musician was the "Father of Rock and Roll," Chuck Berry.
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