Cannes Lions 2015: ‘We could be the first generation to end poverty’: Richard Curtis

“If all the countries keep their promise (made at the United Nations), we could be the first generation to end poverty, and the last to be threatened by climate change,” said filmmaker and Project Everyone campaigner Richard Curtis, opening day four of the Cannes Lions International Festival of Creativity.

 

Attempting to get governments across the world that signed in agreement of the UN Sustainable Development Goals is a global cinema campaign, billed as the world’s first, backed by the United Nations, conceptualised by BBH India and driven by SAWA (Screen Advertising World Association).

 

The 60-second animated spot will see animals in place of the delegates at the UN Forum, with the key message being delivered by a llama. It will be a first on another count too, wherein the audience will be asked to keep their mobiles on, for an app advocating the message (CINIMI) to communicate to their phones.

 

Asked about the ‘entertaining’ route chosen for the film by British journalist and media presenter Mariella Frostrup, BBH worldwide creative director and founder Sir John Hegarty said, “If you entertain and engage, audiences like to listen. Cinema is a cultural medium in my view, and a very powerful medium. But we are also talking to young audiences. So for the first time in cinema, a message will be downloaded onto your mobile screens.”

 

Among the goals set up by the UN and agreed upon by governments is one around women’s empowerment. Actor Frieda Pinto underlined the relevance of empowering women, in areas like financial independence, with the case of their under-representation in cinema.

 

She said, “I do believe women are greatly under-representated in films. A study in the end of 2013, said that in that year, only 30 per cent of roles women had were speaking roles.”

 

“Probably the only thing they said was, ‘Save me!’ she quipped, and added, “It is important that we don’t just portray them as housewives (and other stereotyes) but as financially independent.

 

Curtis surmised with an appeal to the audience: “There is a plan. There is a possibility that we can make a better, fairer world that survives. Be imaginative for a day. All of you have a way of spreading these extraordinary goals.”