Rewriting Extinction campaign launches to protect endangered species forever

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Rewriting Extinction is a newly-launched 12-month campaign to save as many species from extinction as possible, spearheaded by actor and model Cara Delevingne.

Bringing together 300 contributors and seven major environmental charities, the campaign is using comics as its method of engaging the widest possible public, and is supported by celebrities, artists, collaborators and influencers including Jane Goodall, Ricky Gervais, Taiki Waititi, Luisa Neubauer, Sir Lenny Henry and the McCartney family.

Ethical creative agency Media Bounty was appointed as the creative partner for the launch, tasked with brand identity, naming, social media launch plan and media. They were appointed without having to pitch.

Rewriting Extinction is a global movement founded by Emmy-nominated producer and writer Paul Goodenough.

Throughout the 12-month campaign, online comics will be released in addition to a printed anthology published by DK Publishing, with the mission of raising funds for charities Greenpeace, Born Free, The Wildlife Trusts, Reserva YLT, Re:wild, Rewilding Europe and World Land Trust.

By achieving the donation milestones collected on the website, each of the charity partners will bring to life a set of projects that provide permanent solutions to save specific species around the world.

Projects include purchasing critically-threatened habitats in the rainforests, protecting our oceans, rewilding territories, and preventing poaching and ecocide. Through educating and empowering the public to share the causes, change their lifestyles, sign petitions and donate, this is one of the most comprehensive and powerful environmental campaigns to date.

Goodenough said: “200 species go extinct every day. That just can’t go on. But right now, world-changing projects are under way that will solve the problems and put the world back into recovery. The sad thing is the general public have never heard of them, so the projects never get the funding or awareness they need.

“We’re here to change that. We’re here to simplify environmentalism and give simple, easy and empowering actions that everyone can take – directly from our comics. So, whether it’s donating to a project, or changing hearts and minds, we’ve devoted 12 months of our lives to sorting this out once and for all.”

Charlie Bennett, head of client services at Media Bounty, said: “We have worked with partner charities for over 10 years and have often seen the commercial model of the sector encourage siloed communication that preaches to the choir. So it has been incredibly exciting to collaborate on a brief that calls for integrated strategy, far-reaching creative appeal and tangible outcomes. This pioneering project combines wildlife superpowers to defeat a common villain.”

Click here to find out more about the initiative.