Filmmaker, humanitarian and campaigner Richard Curtis will take to the stage tomorrow with Bartle Bogle Hegarty (BBH) founder Sir John Hegarty to discuss #WEHAVEAPLAN, a ground-breaking cinema ad designed to promote the UN’s new Global Goals for Sustainable Development to seven billion people in seven days.
The Lions Daily News has a chat with Filmmaker Richard Curtis about the world’s first global cinema ad campaign, aimed at raising awareness of the United Nations’ goals for sustainable development.
The initiative, part of a wider campaign from Project Everyone, is supported by global cinema advertising association SAWA, which is hosting Thursday’s session. Curtis and Hegarty will be joined on stage by internationally renowned actors Freida Pinto and Chiwetel Ejiofor, who will share their experiences of how cinema can create waves for social change. The conversation will be chaired by British journalist and TV presenter Mariella Frostrup.
Speaking to Lions Daily News, Curtis explained the thought process that led him to Cannes: “On September 25, the UN is replacing its Millennium Development Goals [MDG] with a new set of development goals that are centred around three key concerns: ending extreme poverty, fighting injustice and inequality, and mitigating the threat of climate change. When I spoke to the head of the new goals, UN special advisor Amina Mohammed, she said the Millennium goals, which launched in 2000, would have saved a lot more lives if people had known about them sooner. So I started thinking about how we might create more noise and fame around the new goals.”
This led to Project Everyone, a series of creative initiatives across various media intended to “give the new goals a huge opening weekend, to use a cinema analogy”, Curtis said.