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British director Richard Curtis, Slumdog Millionaire actress Freida Pinto and 12 Years a Slave star Chiwetel Ejiofor joined forces Wednesday to launch the Global Goals Campaign, a worldwide promotional campaign aimed at raising awareness of the United Nations’ goals for sustainable development.
Curtis, known as the writer of Brit rom-coms Notting Hill and Bridget Jones’ Diary and director of Love Actually and About Time, is the driving force behind the project, which will produce a “global cinema ad” that will screen to cinema goers in 30 countries.
Speaking at the Cannes Lions festival, Curtis said the ad, which will be unveiled in September and which Wallace and Gromit animators Aardman will produce, will feature an animated Llama and the voice of Taken star Liam Neeson as God. It is designed to spread the word about the U.N.’s goals to eradicate global poverty and injustice as well as fight climate change
The campaign is backed by Sawa, the global cinema advertising association.
“We want to try to make sure everyone on the planet knows about this to-do list for the planet,” Curtis told the Cannes Lions audience, saying he hoped the ad would become a “shared common experience,” inspiring people around the world to “watch, laugh, share, act…We are targeting every website and billboard, every TV and radio station, every cinema, every community, every school and every mobile phone network with the task of carrying a simple message about the Goals for the 7 days after they are launched.”
Curtis said the aim was to reach “7 billion people in 7 days” with the campaign.
The project is being promoted online under the hashtag #wehaveaplan.
The U.N.’s Global Goals will be agreed on by 193 world leaders in September. They will address issues ranging from women’s rights to ending hunger to encouraging the use of renewable resources. Like the U.N.’s Millennium Development Goals, the Global Goals will set concrete targets for each issue.
“The Global Goals could be an amazingly important, effective and practical to-do list for the planet,” Curtis said. “In working together to achieve them we can be the first generation to end poverty, the most determined to fight injustice and inequality, and the last to live with the threat of climate change.”
As part of the effort to spread the word about the campaign, Curtis said Wikipedia founder Jimmy Wales had pledged to translate the goals in 293 languages.
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