Shot and directed by Travis Rummel and Ben Knight, [one percent] of the story is a 15-minute film that introduces viewers to the concept of 1% and highlights a few of its inspiring stories. It takes us to a blueberry farm in central Texas, New Belgium breweries in Denver, and the homes of Clif energy bars, Sweetpea Bicycles, Brushfire Records and the activist group 350.org.

“We were looking to add as much diversity and flavour as we could,” Terry explains. “That was sort of the spirit of it. You know, let’s run the spectrum here to show people the colour and the character we’ve got in the network.”

So, if you want a feel-good story, take 15 minutes, and watch this video.

It’s just a simple idea, multiplied on an incredible scale and resulting in real, tangible change. The film gives you a warm, fuzzy glimpse into these amazing characters and their passions. But, as the title suggests, it’s only one percent of the story.

In addition to the member companies providing funds, Terry says 1% for the Planet involves thousands of hard-working organizations that have passed the 1% test. Whether they’re protecting rivers from development or lobbying government, all of the recipients are focused on sustainability.

“The film did touch on some of the work that our recipient organizations are doing on the ground, but we feel like that’s a story that could be better told,” says Terry.

Right now, he says that 1% members give up to $22 million each year to organizations worldwide. And, sometime in 2012, they expect to reach $100 million in cumulative giving.

If you’re looking for resolutions this year, look for the “1%” logo when you’re shopping.

In the words of Texas farmer Bill McCranie, “There’s more to life than money. Breathe in. Breathe deeply. Smell the flowers. Listen to the birds. Go fishin’.”

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