Cox Enterprises Chairman and Chief Executive Officer Jim Kennedy gave the keynote address Friday morning for Earth Share of Georgia's annual Leadership Breakfast coinciding with Earth Day.

Kennedy talked about installing waterless urinals in five of the company's buildings, dubbed the "Pee Green Campaign," and offering the best parking spots for fuel-efficient cars instead of executive status at the company's headquarters on Peachtree Dunwoody Road near Perimeter Mall.

Cox (ENLARGE)

Jim Kennedy

EARTH DAY Articles: • UPS, Coke, Home Depot push green strategies • Green is gold for corporate America • Establishment embraces day • Alternative-fuel stations scarce • Earth-friendly pet products • Go green in your kitchen • Be an eco-mother | Part 1 • Green weddings Photos: • Roswell school celebrates • Meet the green celebs • Earth Day in Atlanta • Earth Day around the U.S. Recipes: • Green, good for you Blog: • Share conservation ideas Resources: • Earth Day events • Lower your power bill • Shopping advice • Fuel economy info • Earth Day site Quiz: • Test your Earth Day knowledge Interactive: • Cost of gas in Atlanta • More on Earth Day • Living Green • More on 'Living Green'

Kennedy, who recently turned 60 and became a grandfather, said he started thinking about how he wants to be remembered. "I decided what better thing to do than become very proactive in regards to the environment?"

Cox launched Cox Conserves, with the goal of decreasing the company's carbon footprint by 20 percent in 10 years. The family-owned company has 83,000 employees and owns newspapers, including The Atlanta Journal-Constitution, radio stations, including News-Talk 750 WSB, the cable company Cox Communication and Manheim, a wholesale vehicle auto auction operation.

Kennedy said Cox installed solar panels on one of its auto businesses in New Jersey and is looking into similar installations in California. He said the company's media outlets are being asked to "never forget the environmental messages," including tips for people to begin reducing their own environmental impact.

Earth Share of Georgia is the environmental sector's answer to the United Way. The fund-raising organization now receives employee payroll pledges from more than 70 businesses and government agencies including Cox, The Home Depot, Kaiser Permanente, Emory University and the City of Atlanta.

The money raised goes to 60 environmental organizations including Trees Atlanta, the Georgia Wildlife Federation, The Nature Conservancy of Georgia, the Captain Planet Foundation, the Georgia Conservancy and the Upper Chattahoochee Riverkeeper.

For more information on Earth Share of Georgia, go to www.earthsharega.org.