Ford is charging into Earth Day by launching new initiatives that encourage people to take a more sustainable approach in life year-round with a national electrified vehicle education program, multi-city tour, and the debut of a 10-film, short documentary series with SHFT.com, an award-winning sustainability lifestyle platform.

The documentary, “The Big SHFT: 10 Innovators Changing Our World,” profiles cutting-edge innovators who are shaping new sustainable businesses and influencing positive change around the world. Examining topics from food and fashion to urbanization, technology and design, the series puts the spotlight on today’s game changers in sustainability. The series was developed with SHFT.com co-founders Adrian Grenier and Peter Glatzer and was directed by Gilly Barnes.

“Sustainability is the biggest issue facing business in the 21st century, and the problem will not be solved by one person or group,” said Bill Ford, Executive Chairman of Ford Motor Company. “How we answer the challenge of the future of mobility will have a lasting impact on generations to come. By partnering with organizations like SHFT, we are able to inspire people to make smart decisions about the products they choose today.”

At 3:00 p.m. EDT today (Wednesday, April 18, 2012), you can join Adrian and Peter here on Ford Social for a live chat about SHFT.com, their commitment to sustainability and their work with Ford.

This new series is comprised of 10 short films profiling 10 unique innovators and eco-entrepreneurs changing how industries are shaping sustainability. The series will be featured on many platforms including SHFT.com, Huffington Post, AOL and on U.S. Virgin Airlines in-flight entertainment.

“It’s been truly inspiring creating our documentary series profiling 10 incredible visionaries committed to taking on the challenge of sustainability across some of the largest industries,” said Grenier. “This series continues our exciting partnership and allows us to recognize not only Ford Motor Company as an innovator in sustainability but specifically Bill Ford’s leadership on environmental and manufacturing solutions.”

The first two digital shorts released profile sustainability leaders Tom Szaky, TerraCycle CEO and Michael Crooke, former CEO of Patagonia and a professor at Pepperdine University. The films profile the eco-shifts each has made, from developing smart plastics to establishing the first university-led environmental certification program, and creatively demonstrate how inspiring ideas have quickly become reality.

Ford teamed up with SHFT.com in November to put the power in the hands of millions of Americans who are interested in being more eco-conscious. Through the documentary series and other programs from live events to film festivals, Ford and SHFT.com continue to collaborate on initiatives to inspire consumers to live a more sustainable life.