Menino Launches 'Greenovate Boston' Initiative

Boston Mayor Thomas Menino has launched a citywide campaign for environmental sustainability and clean living.

Greenovate Boston is an advertising blitz aimed at encouraging carpooling, weatherizing buildings and recycling, among other steps.

While celebrating community leaders at the Greenovate Boston Awards ceremony Tuesday, Menino also called for a change in vocabulary because he said many people still don't appreciate the problem of climate change.

"We have to make the sustainability issue understandable to everyone," he said. "I call it turning the science talk into sidewalk talk. We have to make this more explainable to the folks out in those neighborhoods."

To promote the city's initiative, for the rest of this week the Zakim Bridge, Prudential Tower and Atlantic Wharf spire will be lit green.