“Don’t Choose Extinction” Global Cinema Release Aims to Inspire Movie Theater Audiences to Take Action on Climate Change

Frankie the dinosaur features in the new UNDP and SAWA advertising and social media campaign

UNDP, SAWA campaign tackles the climate crisis, launches in cinemas around the world.

New York, NY & London, UK ( May 11, 2022 ) -

The United Nations Development Programme (UNDP) and SAWA Global Cinema Advertising Association today launched an eight-week international cinema advertising campaign aimed at raising awareness of the climate emergency and spurring broader, urgent action to address it.

In the UK, the campaign will be supported by the UK Cinema Advertising Association (CAA) and will run across all Pearl & Dean and Digital Cinema Media (DCM) cinemas.

In the 60-second cinema ad, Frankie, a computer-generated 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 will be 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 campaign. 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). It 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.

“It is an honor for us to be supporting the UNDP and SAWA on such a worthy cause, and to raise awareness of the challenges with climate change. The clever and engaging creative is sure to resonate with audiences worldwide, and conveys a very powerful message that we must all address in our current habits and lifestyles,” said Kathryn Jacob OBE, President-Elect of SAWA and President of the Cinema Advertising Association.

For more information about the “Don’t Choose Extinction” advertisement and campaign, and to learn how to get involved in addressing climate change, please visit https://dontchooseextinction.com.

UNDP is the leading United Nations organization fighting to end the injustice of poverty, inequality, and climate change. Working with our broad network of experts and partners in 170 countries, we help nations to build integrated, lasting solutions for people and planet.

Learn more at undp.org.

About SAWA Global Cinema Advertising Association
SAWA is the global trade body of Cinema Advertising Companies who sell the medium and Associated Companies that supply services and products to the cinema advertising industry. SAWA develops international standards and best practices for the Cinema medium and works to improve communication among Cinema Advertising companies around the world in order to facilitate streamlined buying of the Cinema medium for brands and agencies. SAWA has partnered with UN entities since 2015 to advance the UN Sustainable Development Goals.

About The Cinema Advertising Association (CAA)
The primary function of The CAA is to promote, monitor and maintain standards of cinema advertising. This includes pre-vetting all cinema commercials to ensure conformity with relevant advertising codes.

The CAA provides UK market information in terms of admissions and screen numbers – admissions are released monthly and screen information quarterly. In addition, an industry standard survey – FAME – is produced on an annual basis which provides insight into cinemagoing and film viewing within the UK, as well as consumption of cinema advertising. cinemaadvertisingassociation.co.uk