May 17, 2022
‘Don’t Choose Extinction’ global cinema ad aims to inspire movie theater audiences to join fight against climate change.
The United Nations Development Programme (UNDP) and Global Cinema Adervtising Association (SAWA) launched an eight-week international cinema advertising – ‘Don’t Choose Extinction’, on 12 May, 2022, aimed at raising awareness of the climate emergency and spurring broader and the urgent action to address it.
In the 60-second ‘Don’t Choose Extinction’ cinema ad, Frankie, an animated dinosaur is seen storming into the UN General Assembly, seizing its iconic podium, and urging stunned-looking dignitaries to avoid the dinosaurs’ fate—extinction—by making changes to tackle the climate crisis.
At the red-carpet launch of the film’s cinema release, SAWA and the Global Cinema Medium were presented the inaugural UNDP ‘Frankie’ Award for Climate Impact. The honor recognizes SAWA and the Global Cinema Medium’s tremendous efforts to screen the 60-second spot in 30 countries during a two-month period. The cinema ad, produced in 15 languages, has been mastered and distributed by UniqueX in the United Kingdom.
The animated Utharaptor, the first computer-generated character to appear inside the iconic General Assembly building, anchors UNDP’s ‘Don’t Choose Extinction’ Campaign. The original film was voiced in 39 languages and features famous actors from around the world, including Jack Black (English), Eiza González (Spanish), Nikolaj Coster-Waldau (Danish), and Aïssa Maïga (French) and has been translated into more than 60 languages.
“While the global cinema ad is entertaining, it addresses issues that could not be more serious,” UNDP Administrator Achim Steiner said. “It urges countries to phase out fossil fuels subsidies, which harm the environment in ways that threaten our very existence. UNDP is deeply grateful to SAWA and the Global Cinema medium for its commitment to climate action and generous support in sharing this film through cinemas in 30 countries around the world.”
“Since 2015, the Global Cinema Medium has partnered with the United Nations to advance its Sustainable Development Goals. Again, in 2022, although cinema has been one of the hardest hit industries during the pandemic, our Global Cinema advertising companies have committed to supporting this campaign on climate change—seen as one of the most pressing challenges of our time.” said Cheryl Wannell, SAWA, CEO. “Gen Z, Millennials and Gen X put climate action high on the list for both themselves and the brands they use. They are among the hardest demographics to reach and comprise the core cinema audience.”
“Fossil fuel subsidies contribute to climate change and growing inequalities around the world. But there isn’t enough global awareness or understanding around this issue. The cinema release of the Don’t Choose Extinction campaign hopes to change all that by using creativity to inform and inspire millions of moviegoers around the world to take action,” said Nikolaj Coster-Waldau, UNDP Goodwill Ambassador and the Danish voice of Frankie the dinosaur.
Click here for more information on the ‘Don’t Choose Extinction’ ad campaign and to learn how to get involved in addressing climate change.