*CYBERTORIAL: Cinema will change history this month as 25 September marks the launch of the #FirstEverGlobalCinemaAd campaign titled #WEHAVEAPLAN. Set to engage the global cinema audience with the announcement of Global Goals to end poverty, injustice and climate change, the campaign will truly utilise the power of cinema. Eric Blignout reports.
The mission of the Global Goals Campaign is to communicate and perpetuate the goals across the world, including South Africa, with the aim of reaching “seven billion people in seven days”. Cinema is the most instrumental platform for a campaign as big as this.
The project was conceptualised by Richard Curtis, British filmmaker, humanitarian, campaigner and founder of Project Everyone – an organisation aimed at driving the Global Goals through a campaign. The Global Goals Campaign is backed by the United Nations, governments, global communities and brands. The more awareness and fame that can be created around the Global Goals to end poverty, injustice and climate change, the more politicians will take them seriously, finance them properly, refer to them frequently and make them work. He further said, “The Global Goals Campaign has a big vision for getting the plan to everyone in the world – and that a big vision needs a big screen.”
Thanks to a founding partnership between Project Everyone and the Screen Advertising World Association (SAWA), cinema will be able to spread this message far and wide. Sir John Hegarty, Creative Legend and Founder of BBH, who is working on the campaign says, “Cinema will be able to talk directly to audiences. Getting such an important message out around the world is a difficult brief and so global cinema is the perfect medium. I have a life-long love of cinema and I have always believed that a big idea needs a big screen.”
As a member of SAWA, we are thrilled at the opportunity to be a part of a campaign that will prove to be a game changer for the cinema advertising medium. Cinema is the only medium to have a global representative body like SAWA. Thus, cinema will play a pivotal role in the effective delivery of such a campaign. In addition to the environmental attributes of cinema, the incredible line-up of blockbusters coming up during this period means thousands of South Africans will receive the advertising message within the most conducive environment.
The cinema audience is highly influential and active on digital platforms, which should contribute to interactivity and sharing of the Global Goals through the Global Goals App. South Africans are urged to download the Global Goals App from the App Store or Google Play to share in this world first, that seeks to positively impact the globe.
The Global Goals campaign is a mission for humanity with unified goals that resonate with everyone, everywhere.
End Extreme Poverty. End Injustice. Fight Climate Change.
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*Cybertorial is sponsored content.