Mumbai: Discovery, India’s leading real-life entertainment channel in partnership with UN India and WWF India today announced the launch of #StopTheMelt campaign. With Ecosystem Restoration being this year’s UN World Environment Day theme, Discovery India aims to throw light on the ailing state of the planet. A problem so big can only be highlighted with a drastic action and hence, this World Environment Day, Discovery India for the first time changes its logo to deepen understanding of the impact of global warming, and to encourage people to take action today for a better tomorrow.
A special film is released in partnership with UN India and WWF India to raise awareness and rekindle hope within every individual with simple yet impactful call to action like tree plantation, avoiding plastics usage et al.
Watch the #StopTheMelt campaign film:
The campaign is backed by captivating creatives across Discovery Network social media platforms which symbolises the harsh effects of Global Warming and leaves an alarming question for all the human beings. Leading influencer names like Malaika Arora, Suresh Raina, Rana Daggubati, Dia Mirza, Pratik Gandhi, Neeraj Pandey (Filmmaker), Shital Bhatia (Film producer), Sania Mirza and environmentalist Ivan Carter, Nigel Marven among many others have lent their support to champion the cause of self-reflection to re-analyse habits and save the environment.
Speaking about the campaign, Megha Tata, Managing Director, South Asia- Discovery Inc says, “We remain steadfast in our commitment to driving awareness about the need for reduction of human impact on the environment. We are proud to extend our partnership with UN India and WWF India, two most powerful and recognized forces working relentlessly towards environment conservation. As leaders in real-life entertainment, it is also our responsibility to continue drawing attention towards important issues beyond this day alone and work towards championing more action for a better tomorrow.”
“2020 was a year of reckoning – a global pandemic that’s wreaked havoc in every part of the world, and a climate crisis that continues to deepen. This year, as we enter the UN Decade of Ecosystem Restoration, we must vigorously renew our commitment to tackle climate change head-on through collective action – plant more trees, change our diet, say no to plastic and pledge to re-use, reduce and recycle. That is the call to action of our new campaign #StopTheMelt, in partnership with Discovery Network and WWF. Each one of us – together with our government, civil societies and communities – can do our bit to restore our planet,” says Renata Dessallien, UN Resident Coordinator in India.
Sharing his thoughts, Ravi Singh, Secretary General & CEO, WWF India said: “By acting together now, we can solve the dual threats of climate change and nature loss. This year, on World Environment Day, the focus is to invest our efforts to conserve, protect and restore our ecosystems, which is the solution to a sustainable future. WWF India has always taken pride to partner with Discovery India for campaigns driving the message to conserve nature and to secure a better future by putting both the health of people and our planet first.”
To drive a deeper engagement with audiences, Discovery Channel will air a 5 hour-long gripping slate of content specially curated for World Environment Day, including Wild Karnataka, The Story of Plastic, Jeremy Wade – Mighty Ganga, Great Global Clean-up,and India 2050 on 5th June from 12 Noon to 5 PM.
