Val Morgan Backs UN’s Global Goals Cinema Campaign

Val Morgan Backs UN’s Global Goals Cinema Campaign

In support of the launch of the UN Global Goals, Val Morgan is supporting the first ever global cinema campaign.

Benita Chantharath
Posted by Benita Chantharath

Thursday 24th September marks the launch of the first ever global cinema campaign. The campaign is to end poverty, fight inequality and tackle climate change.

Friday 25th September at the United Nations in New York, sees an unprecedented effort involving 193 United Nations world leaders adopting 17 Global Goals for Sustainable Development, a series of ambitious targets to bring about significant global change by 2030. This initiative is backed by governments and global communities.

Through an integrated approach the new Sustainable Development agenda will guide all countries on a path that will transform the lives of everyone towards increased prosperity and greater well-being whilst protecting the environment. The Global Goals campaign aims to make the goals famous by sharing and spreading the goals to every person on the planet, that’s 7 billion people in 7 days. Through awareness, there will be a greater likelihood of full implementation. The Global Goals campaign is a mission for humanity with unified goals that resonate with everyone around the globe. The signing of the Global Goals by 193 world leaders provides a platform for citizens of the world to hold their governments accountable.

The United Nations has entered into a partnership with SAWA (The Global Cinema Advertising Association) to utilise the power of cinema to engage cinema audiences internationally and release these new “Global Goals” in a cinema campaign.

Cinema on a global scale is supporting this truly global campaign. Cinema is the perfect medium to reach global audiences with the 60 second #WEHAVEAPLAN commercial. The initiative was developed by Filmmaker Richard Curtis (Love Actually, Mr Bean, 4 Weddings and a Funeral, Black Adder, Red Nose Day) and creative lead Sir John Hegarty and unveiled at Cannes Lions earlier this year with actors Chiwetel Ejiofor and Frieda Pinto.

Val Morgan managing director, Daniel Hill, met with the creators in Cannes to cement his support for this cause through the first ever global cinema campaign.

This campaign will see Val Morgan deliver Cinema Roadblocks across both Australia and New Zealand over the one week period for maximum audience scale and reach. This is the first international cinema Roadblock of this magnitude undertaken in this region. Daniel Hill, managing director of Val Morgan commented, “We are proud to be supporting such an incredible initiative. Utilising our Roadblock across both Australia and New Zealand proves cinema is a powerful content platform where an advertiser can leverage reach capability, and this global campaign is testament to this.”

This humorous commercial is animated by Aardman, narrated by Liam Neeson and features music by Peter Gabriel. Audiences will be able to interact with the cinema ad and share the goals via the Global Goals interactive App which has been developed by CINIME International.

Hill added, “The cinema environment can educate, inspire and influence people by changing hearts and minds. This campaign will demonstrate the power and relevance of the Cinema advertising medium, an environment where messages will be seen and heard.”