It's no surprise that human interest stories are at the heart of many issue-oriented topics.

At the end of the day, it's really people that interest us most. We want to relate to people and be inspired by them, especially if those people reside in our own communities.

In Dayton, WHIO-TV(CBS) has developed an online environmental campaign for one local sponsor that shines a bright spotlight on local people who make a difference with their conservation efforts.

The campaign is called Going Green Champions. For this initiative WHIO has put out the call for nominations of local people who "always puts the environment first."

Each month one local "green champion" is chosen to be honored and publicized on a special Going Green Champions ad section on the station website. An archive of past honorees is likewise posted on the site.

The section is fully sponsored by McAfee, a local heating and cooling distributor. A series of environmental video "tips" from the sponsor is also streamed on that section.

THE ONLINE SPIN

For years environmental issues have taken a back seat to other seemingly sexier initiatives.

But now all things green are hot commodities and local advertisers are lining up to show their environmental colors.

As a result local TV websites are finding many ways to address the environmental issue while turning a buck in the process.

In Dayton WHIO is making money by showcasing local environmental "champions."

In the process McAfee is able to effectively target consumers with the energy-saving solutions it offers.