Richard Curtis' Project Everyone to target seven billion people in seven days with global cinema campaign

Project Everyone, the brainchild of British filmmaker, humanitarian and campaigner Richard Curtis, has partnered with the global cinema advertising association, SAWA, to launch a global ad campaign utilising the power of cinema to help end poverty, injustice and climate change.

Conceived and developed by Sir John Hegarty, the campaign aims to target seven billion people in seven days following the unveiling of new ‘global goals’ for sustainable development by the UN on 25 September 2015.

The ad, entitled #WeHaveAPlan, will influence cinema goers to share their goals and will be the first cinema advert to screen in 30 countries.

“The Global Goals could be an amazingly important, effective and practical to-do list for the planet,” commented Richard Curtis.

“What we hope to achieve with the Global Goals campaign is, in movie language, have a huge opening weekend…If we achieve that we’ll be one step closer to the goals themselves being effective. Our partnership with SAWA in the ‘First Ever Global Cinema Ad’ is a fantastic opportunity to help is do this.”

Cheryl Wannell, general manager of SAWA, added: “We are tremendously excited to announce this fantastic partnership in what will go down in history as not only an amazing campaign but also a game changer for the cinema advertising medium and the biggest undertaking SAWA has ever done.”

The cinema ad will be mixed in Dolby Atmos which can place movie sounds anywhere within the theatre to make audiences feel as if they are inside the ad with Cinime, the company connecting the big screen to the small screen, also on board to create a truly cinematic experience.

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