British film director Richard Curtis has joined forces with BBH’s Sir John Hegarty and actors Freida Pinto and Chiwetel Ejiofor to launch the Global …
British film director Richard Curtis has joined forces with BBH’s Sir John Hegarty and actors Freida Pinto and Chiwetel Ejiofor to launch the Global Goals Campaign, a worldwide initiative aimed at raising awareness of the United Nations’ goals for sustainable development.
Curtis is the driving force behind the project, which is being headlined by the world’s first global cinema ad campaign. Produced by animation studio Aardman, the 60-second spot, called #wehaveaplan, will feature animals as delegates at the UN Forum, with the key message being delivered by a llama, voiced by Liam Neeson.
Opening day four of the Cannes Lions International Festival of Creativity, Curtis said the ad is designed to spread the word about the UN’s goals to end global poverty and injustice, as well as tackle climate change for everyone by 2030. It will screen in 30 countries worldwide from September 25.
Curtis called on the media and creative industries to join him in shining a spotlight on this aim. “We want to try to make sure everyone knows about this to-do list for the planet,” he told the Cannes Lions audience. He said he hoped the ad would become a “shared common experience”, inspiring people around the world to “watch, laugh, share and act”.
He continued: “We are targeting every website and billboard, every TV and radio station, every cinema, every community, every school and every mobile phone network with the task of carrying a simple message about the Goals for the seven days after they are launched.”
The aim is to reach seven billion people in seven days. “Join us and be imaginative for a day. All of you have a way of spreading these extraordinary goals,” he appealed. “There is a plan. There is a possibility that we can make a better, fairer world that survives.”