Our team, including Rachel Carlsen and Carlsen Partners, joined the United Nations Development Programme and PVBLIC Foundation for the kick-off of the #DontChooseExtinction Global Cinema Campaign. The online campaign has already generated almost 2 billion views.
May 11, 2022
NY Times Building, New York, NY
The United Nations Development Programme (UNDP) kick-off for the #DontChooseExtinction Global Cinema Campaign was a wonderfully programmed special event bringing together business leaders, scientists, activists, and even the star of the PSA, “Frankie” the Dinosaur (voiced by Jack Black in the short film), which will run as part of the trailers to your favorite movies in theaters worldwide.
At least we had an asteroid. What’s your excuse?” - Frankie the Dinosaur
The UNDP brought a ferocious, talking dinosaur to the United Nations’ headquarters in the short film, to urge global leaders to take more climate action and #DontChooseExtinction.
Aimed at raising awareness of the Global Climate Crisis, as well as spurring broader, urgent action by global leaders, this Cinema Advertising Special Event was co-programmed and co-presented by the PVBLIC Foundation which “engages global change-makers & mobilizes media, data, and technology to advance sustainable development & social impact.” The event also launched the Inaugural Frankie Climate Impact Awards.
SAWA, the Global Cinema Advertising Association, and NCM (National Cinema Media) have partnered to distribute the PSA in movie theaters across the globe in order to reach the youthful generation of “cord cutters” and “cord nevers” who don’t participate in traditional cable and television experiences but who DO attend the Movies for “Out of Home” entertainment experiences particularly for Live cinema.
This demographic is also activated and motivated to make a difference with their wallets and with their voices, as most famously youth activist Greta Thunberg has made headlines with incredibly vocal disdain for the lack of leadership and follow thru on promises by governments of the Global Super Powers including the United States, China, the EU, and Great Britain, as well as India, Japan and others.
“U.S. taxpayers spend tens of billions of dollars a year subsidizing new fossil fuel exploration, production, and consumption, which directly affects how much oil, natural gas, and coal gets produced—and how much clean energy doesn’t,” according to the October 13, 2021 issue of Flip the Script, a weekly newsletter who professes to be “moving you from climate stress to clean energy action.”
According to the same article, Flip the Script also chronicles that “according to a recent IMF report, the burning of coal, oil, and gas was subsidized by $5.9 trillion in 2020. This new way of calculating the proper pricing of pollution takes into account the health costs of air pollution and contributions to the impacts of global warming.”
Due to continued Global Fossil Fuel use , the Global Climate Crisis continues to create victims, due to drought , famine, wildfires, and flooding, just to name a few of the natural disasters which climate change exacerbates worldwide. And some of the most affected, are usually the least responsible according to Ulrika Modéer, one of the Speakers at the Cinema Special Event, and a UN Assistant Secretary-General, Director of the Bureau of External Relations and Advocacy.
Sergio Fernàndez de Còrdova, the executive Chairman of PVBLIC Foundation was extremely excited for the debut of the campaign in theaters this year, and even called a real life “Frankie”, the dinosaur onstage (commissioned and paid for by PVBLIC for other Live Events) to revel in the audience’s excitement, as well.
It remains to be seen what the result of this Joint Cinema Media / UN effort will be, but working to ensure that both US Citizens and other Global Nation movie goers understand the issue of this Global Government Trillion Dollar effort to “subsidize our demise” and that we (the activated public and de facto stewards of our Planet) work to enact new policies, is at the heart of the #DontChooseExtinction campaign’s core goal.