UNDP and SAWA | ‘Don’t Choose Extinction’ | Global Cinema Ad

 ‘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.

 

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Feed Our Future | Global Cinema Campaign | 2019

The UN World Food Programme partners with SAWA for yet another global cinema campaign to keep the voice of millions of children alive.

Motivate Val Morgan has joined the next phase of “Feed our Future”, a global cinema campaign that shines light on the United Nations World Food Programme’s (WFP) life-saving work on the frontlines of world hunger.

The ad started screening on Thursday 26^th September 2019 across 19 Motivate Val Morgan serviced VOX Cinemas locations in UAE, Qatar and Bahrain, and will run for a period of 8 weeks.

 

UAE:

Marina Mall (Abu Dhabi), Yas Mall (Abu Dhabi), Nation Towers (Abu Dhabi), Abu Dhabi Mall, Al Jimi Mall, City Centre Ajman, City Centre Sharjah, City Centre Fujairah, Al Hamra Mall (Ras Al Khaimah), City Centre Deira, City Centre Mirdif, Mall of the Emirates, Mercato Mall, Burjuman, Cineplex Grand Hyatt, City Centre Shindagha and Aloft City Centre Deira

 

Qatar:

Doha Festival City

 

Bahrain:

The Avenues

 

 

Motivate Val Morgan supports the “Feed our Future” cinema campaign as part of a unique partnership between SAWA – Global Cinema Advertising Association, and WFP – leading humanitarian agency fighting hunger worldwide.

 

The new campaign aims to build on last year’s results that helped to double awareness of WFP among those who saw the ad and raised more than half a million dollars through online giving or through a 38% increase in downloads of the agency’s Share the Meal donation App, globally.

 

 

“We have every reason to believe that this year, the Feed our Future campaign is going to take us even further in terms of raising WFP brand visibility and engaging a wider audience in the fight against global hunger,” said Corinne Woods, Chief Marketing Officer at WFP.  “We think that this year’s campaign is even more emotionally engaging and we expect more people will respond to our call.  In a world full of noise, cinema has proven incredibly effective for us at cutting through to not only establish our brand, but also to convert cinema goers into active supporters and donors.”

 

“The Cinema Medium makes the most of its space, creative and audience to deliver gripping content, showing consumers advertising at its very best,” said Cheryl Wannell, CEO of SAWA. “In 2020 the Cinema Medium is predicted to become the fastest-growing ad medium ahead of the internet. For brands like the World Food Programme who want to reach the hearts and minds of millennials, the immersive experience that Cinema gives is the most powerful of all storytelling mediums.”

 

The creative force behind the new advertisement is Sir John Hegarty, of The Garage SOHO, who has delivered a product designed to appeal directly to cinema audiences. The advert highlights the potential lost to the world when children’s voices are silenced due to hunger. The poignant narrative of the ad sees a group of Syrian refugee children who were selected from the local community playing in rubble and gazing out of bombed-out buildings in an apparent war zone. Softly, a small chorus of voices begins singing “How Can I Tell You” by Yusuf Islam/Cat Stevens. As the short film progresses, one by one these children disappear until only one voice remains — an unnerving conclusion that mirrors the harsh realities faced by the 3 million children around the world who lose their lives to hunger or malnutrition.

 

“Cinema is still the most amazing medium for any creative person to work in. A place for you to tell your story on the ‘mother of all screens’. It’s not surprising that it’s so important and continues to capture the public’s imagination”, said Sir John Hegarty.

 

For more information about the “Feed Our Future” cinema campaign, and to learn how to get involved in creating a world with Zero Hunger, please visit: www.wfp.org.

 

 

Source: SAWA

 

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SAWA | Feed Our Future | Global Cinema Ad

MESH Experience | SAWA | Cinema – A Superhero Medium

How would you describe advertising of this day and age in one word? Overwhelming?

Over a hundred years ago, marketeers could choose to communicate messages through two main mediums – newspaper and radio (the first mass media form of communication that offered near real-time delivery).

Today, there is an arsenal of channels available for marketeers to convey their message – newspaper, radio, magazine, television, digital and SMS, which has led to audiences becoming immune to relentless brand messaging.

In April 2017, Procter and Gamble, one of the world’s largest advertisers, blasted the ad industry for overwhelming consumers with advertising. “There’s too much crap,” said P&G’s chief brand officer Marc Pritchard, in a speech to the American Association of Advertising Agencies – in a transcript seen by CNBC.

“We bombard consumers with thousands of ads a day, subject them to endless load times, interrupt them with pop-ups and overpopulate their screens and feeds,” he said.

With audiences tuning out as a result of advertising overload, how can brands effectively reach their target audience in this day and age?

 

New research by MESH Experience – commissioned by SAWA, suggests that cinema is a powerful marketing platform, ideal for boosting brand influence.

The study captured and analyzed over 4,500 brand experiences from more than 1200 people across 3 countries using MESH’s proprietary ‘Real-time Experience Tracking’ approach. The categories covered in the study comprise Automotive, Finance, Services, FMCG and Electronics.  Participating organizations included National CineMedia (USA), Screenvision Media (USA), Cineplex Media (Canada), and Weischer Media (Germany).

 

Below are key insights that analyses the role of cinema vs. other media:

As context for this study, and pointed out by a recent Deloitte study, it is no longer enough for brands to simply communicate features and benefits because people want to understand more about the brand’s social purpose, particularly younger people. We also know that people are overloaded with information and this probably explains why in this MESH study we saw that more than a third of paid media messages are self-reported as making people feel “neutral” towards the brand.

 

 

Consumer information overload is creating a challenge for brands wanting to convey more complex concepts to customers who are time-poor with less attention to give.

The study conducted by MESH Experience discovered that the cinema environment delivers the greatest proportion of positive brand experiences vs. any other media with 2 out of 3 experiences being positive and virtually no negative experiences.

 

 

 

And this emotional engagement, where people spontaneously tell us their experience is positive, is leading to much deeper advertising comprehension:

Spontaneous descriptions for cinema brand experiences generated a word count that was 20% longer than those for online experiences and 12% longer than for TV.

 

 

These comments conveyed detailed product descriptions as well as depth of emotion.

 

 

Cinema is generally perceived to be an awareness building medium, however, this study saw how brand experiences in cinema generate action:

Study participants who experienced brand messages in Cinema were 43% more likely to feel inspired to find out more about the brand vs. brand experiences with other media.

 

 

 

And the depth of a cinema brand experience makes people feel 50% more connected to others which can lead to conversation, and we see is a key driver of brand consideration.

 

 

There is a direct relationship between building emotional connections and establishing brand recall value, and cinema advertising allows brands to craft concrete and solid brand images in the minds of their consumers. Creating brand recall is the crucial element required in pushing sales and driving revenue.

Cinema advertising allows brands to paint a picture on a larger canvas, deliver a story with a louder voice, and communicate a message with more focused attention – all of which combine to make it the only Superhero among all advertising mediums.

Fiona Blades, President and Chief Experience Officer, MESH Experience commented “What we have discovered is that cinema has the power to penetrate deeper to connect brands to people.  Even if the same creative is shown repeatedly in another medium, it may never hit the high notes of one cinema viewing.  This shows the vital role that cinema can play in a brand’s media mix.  And is why, when you add cinema to other media, such as TV and online, it turbocharges the impact on brand consideration.”

Cheryl Wannell, CEO, SAWA, continued “As an industry we believe in creating trustworthy environments for advertisers to communicate in.  What better place to help customers understand a brand’s purpose than Cinema. This research once again validates the strength of the Cinema medium as viable choice in any campaign especially when trying to engage the hard to reach demographics of Millennials and Generation Z.”

 

As a result of these initial findings, a second phase is already in the works for 2019.

 

Motivate Val Morgan is a full member of SAWA (Global Cinema Advertising Association)

 

 

Sources: SAWA, MESH Experience, CNBC, Research News Live and On Digital Marketing

SAWA | Feed Our Future | Global Cinema Ad

The Global Cinema Ad draws attention to the potential lost every time a child dies of hunger.

Ad invites the public to connect and learn more about hunger through an in-cinema Facebook Messenger integration, and take action to help end hunger through the WFP’s ShareTheMeal app.

 

 

Motivate Val Morgan is proud to support yet another Global Cinema campaign – ‘Feed Our Future’, by SAWA (Global Cinema Advertising Association). The powerful new advertising campaign is aimed at stirring global cinema audiences into action to tackle global hunger by supporting the United Nations World Food Programme (WFP), the world’s leading humanitarian organization fighting hunger worldwide.

The ad started screening across 14 Motivate Val Morgan serviced VOX Cinemas locations in the UAE on Thursday 20^th September 2018, and will run for a period of 11 weeks.

 

 

‘Feed Our Future’ is a new global cinema campaign designed to engage and motivate people to participate in creating a world with Zero Hunger.

The campaign features a 60-second dramatic spot and is airing on cinema screens in over 25 countries.

This disruptive short film is designed to make people consider the potential lost every time a child dies of hunger.

Supported by SAWA, the global trade organization for cinema advertising, and the United Nations World Food Programme, the spot will encourage audiences to download ShareTheMeal – the world’s first mobile app against global hunger.

The cinema advertisement was conceived by advertising legend Sir John Hegarty and The Garage Soho. It was directed by acclaimed film director Lynne Ramsay and produced by award-winning production company Somesuch & Co.

 

 

“The creative challenge here is to find a way of engaging the audience without resorting to endless images of starving children. Creating empathy by reminding the viewer that when a child dies, we all lose,” said Sir John Hegarty.

Following the ad, the audience is urged to take part in creating a world with Zero Hunger by downloading ShareTheMeal, the world’s first app against global hunger. To further connect audiences with the advertisement, a unique Facebook Messenger integration with the ad will enable viewers to engage with the character of Miriam Adeke to learn more about her story and the issue of hunger by searching for ‘ShareTheMeal’ on Facebook Messenger. At a time when 821 million people – roughly one in nine of the global population – still go to bed on an empty stomach, this new digital integration will bring the offline, online by connecting viewers with the cinema advertisement and the issue in a brand-new way.

“Hunger is a major global issue. It is therefore fitting that the Cinema medium, with its global reach, should be proactive in driving awareness for the World Food Programme. Millennials who are educated, socially aware and a hard to reach demographic, make up a large part of the Cinema audience and these are the people that can and will facilitate change. Since 2015, the Cinema Medium has stepped up to support the Sustainable Development Goals and we are committed in 2018 and beyond to make the World Food Programme famous by using the power and impact of the Cinema Medium. SAWA encourages other mediums to do likewise,” says Cheryl Wannell, CEO of SAWA.

“Three million children die every year of hunger or malnutrition,” said Corinne Woods, Director of Communications, Marketing and Advocacy of the United Nations World Food Programme. “When partners step up like SAWA and their members have, it helps us create a movement and generate support for our work to ensure that every child has the vital food and nutrition they need to not only survive, but thrive.”

“As a longstanding member of SAWA and the leading cinema advertising company in the UAE, we are excited to support such a noble cause and believe this campaign will resonate with cinemagoing audiences,” says Avinash Udeshi, COO of Motivate Val Morgan.

For more information about the ‘Feed Our Future’ advertisement and campaign, and to learn how to get involved in creating a world with Zero Hunger, please visit: www.wfp.org/sharethemeal and https://ocelot-crimson-3jeh.squarespace.com/

 

 

Sources: SAWA, “Feed Our Future’ and WFP