· 20 countries to screen the #WhatIReallyReallyWant film, targeting huge cinema-going audience
· Spice Girl Victoria Beckham together with other personalities, women’s rights and civil activists led the online movement to tell world leaders what they really, really want for girls & women
20 years after its release, a remake of the Spice Girls’ Wannabe video, titled #WhatIReallyReallyWant, launched online on Tuesday 5th July to global acclaim with the ambition to tell world leaders what girls and women really, really want in 2016 to achieve the UN’s Global Goals for Sustainable Development.
Today, SAWA, the Global Cinema Advertising Association and its Cinema Advertising company members are launching #WhatIReallyReallyWant in cinemas internationally to capture the attention of huge global audiences. The members will begin screening the film from July and up until September 2016. The film will be distributed around the world through Unique Digital.
Conceived by Project Everyone, in partnership with SAWA and Getty Images, #WhatIReallyReallyWant is directed by MJ Delaney of Moxie Pictures and features artists from all around the world including Gigi Lamayneand Moneoa from South Africa, Seyi Shay from Nigeria, Bollywood actress Jacqueline Fernandez from Sri Lanka, M.O from the UK, Taylor Hatala from Canada and Larsen Thompson from the USA.
The film calls on people to share #WhatIReallyReallyWant on social media, igniting a campaign to encourage mass public support for the rights of girls and women. The visual responses bearing the tag #WhatIReallyReallyWant will be presented to world leaders this coming September at the United Nations General Assembly, spurring on the global Girl Power movement and engendering new political commitments from world leaders and their governments.
Rallying behind the hashtag #WhatIReallyReallyWant, the film has attracted more than 100 million views online since it launched, inspiring millions of people to share their hopes and aspirations for the future of female empowerment. The original Spice Girls Victoria Beckham, Melanie Chisholm, Emma Bunton and other global celebrities and women’s rights champions including Emma Watson, Paloma Faith, and Jamie Oliver are just a few of the personalities who flooded the web to share their incredible support for #WhatIReallyReallyWant.
Speaking about the cinema launch, General Manager of SAWA, Cheryl Wannell, has stated: ‘We are delighted to continue working with Project Everyone and to screen this amazing film in cinemas globally, thanks to the support of our Global Members. The power of Cinema has long been apparent, from the time of silent film right through to the implementation of 3D and all in between. Technology is one thing but Cinema’s storytelling capability and power to drive change is when it is at its most powerful.’
Richard Curtis, Writer, Director, Comic Relief CoFounder & SDG Advocate said: ‘Last year the UN, Project Everyone and many partners launched a mass awareness-raising campaign reaching 3 billion people in just 7 days with news of the UN Sustainable Development Goals. This year we’re keeping up the noise and going deeper - fighting for 15 decisive years - trying to show how the Goals contain the answers to the world’s problems, from the refugee crisis to disease, humanitarian disasters to terrorism and war. And especially focusing on the incredible importance of progress in the area of girls and women - Global Goals for Global Girls.’
The campaign follows the hugely successful ‘We Have a Plan’ cinema movement that ran on screens with the launch of the UN’s Global Goals on 25th September 2015. The UN and Project Everyone created a film to introduce the UN’s Goals to the world. Thanks to SAWA and its members, the film was aired in cinemas around the world in 30 countries and achieved great success becoming the first ever cinema ad campaign. To demonstrate the impact of the cinema campaign, SAWA had commissioned Nielsen, the media measurement company, to measure the activity and reported on large-scale awareness and long-term recall being achieved**. In U.S cinemas alone, ‘We Have a Plan’ was seen over 52 million times.
The film #WhatIReallyReallyWant is screened in SAWA global member cinemas internationally between July and September 2016, distributed through Unique Digital.
To be a part of this movement, share a picture of #WhatIReallyReallyWant online for your message for girls and women to be shared with world leaders at the United Nations General Assembly in September. To find out more about this campaign, please visit www.globalgoals.org
Some of the high profile supporters of #WhatIReallyReallyWant
20 years on – Girl Power being used to empower a new generation. So proud of @TheGlobalGoals#WhatIReallyReallyWant20 years on – Girl Power being used to empower a new generation. So proud of@TheGlobalGoals #WhatIReallyReallyWant 20 years on – Girl Power being used to empower a new generation. So proud of @TheGlobalGoals #WhatIReallyReallyWant
SAWA is the global trade body to the Cinema advertising industry. They continually build and develop international standards and best practice for the Cinema medium; raising the profile of Cinema advertising through research, setting of standards and marketing initiatives. SAWA improve the communication between Cinema advertising companies around the world, in turn facilitating the easier buying of the Cinema medium for advertisers and agencies.
* The following SAWA Global Members will begin screening the film. Further cinemas to be shared in due course:
· South Africa
· New Zealand
**Nielson Report data sample: Over 2,000 recent moviegoers from the USA completed an online cinema survey during the campaign period. An additional 750 people, who had not recently visited the cinema, were also surveyed as a benchmark for baseline awareness.
1. Cinema allowed Project Everyone to reach the masses
Project Everyone was seen over 52 million times in U.S. cinemas. The campaign played before nearly 50% of all movies screened by the leading networks.
2. The cinema campaign raised awareness of the Global Goals
Awareness of the Global Goals was 178% higher among adults who had opportunity to see the cinema commercial. One-quarter of adult moviegoers, who had opportunity to see Project Everyone, had heard of the Global Goals, compared to only 9% of adults who had not recently been to the cinema.
3. The Project Everyone cinema campaign remained in the minds of viewers
1 in 3 adults who saw the campaign in a movie theatre could still recall images from Project Everyone up to one week later.
4. Cinema enabled Project Everyone to connect with young people
Nearly two-thirds of adult moviegoers who recalled seeing the campaign were between 18 and 34.
About Project Everyone and the Global Goals campaign
At the United Nations Sustainable Development Summit on 25 September 2015, 193 world leaders adopted a set of 17 Sustainable Development Goals. These ‘Global Goals’ are a plan of action to end poverty, combat climate change and fight injustice and inequality.
Project Everyone was devised by filmmaker and campaigner, Richard Curtis and founded by two women, Gail Gallie and Kate Garvey to make the Global Goals famous, so that they stand the greatest chance of being achieved - if people know about the Goals they can hold their governments, businesses and other institutions to account.
In the 7 days after world leaders formally agreed the Goals on 25th September 2015, it is estimated that news of the Global Goals reached 40% of the world’s population, which is over 3 billion people. Key drivers of this success were a text sent to 925 million people, radio programmes in 75 countries on 700 stations, millions of school children in 160 countries receiving a lesson on the goals and why they matter, a 1-hour TV programme shown in over 150 countries and homepage takeovers of Google, YouTube, Baidu, MSN, Bing and many others. There was significant advertising presence with 140,000 poster sites around the world, and a film shown in cinemas in 35 countries.
About the Global Goals campaign in 2016
In societies around the world, gender discrimination and inequitable gender norms are much more likely to limit girls’ ability to go to school, live free from violence, self-direct their life-course, and enjoy a level of social status and value equal as compared to their brothers and male peers.
A cursory glance of key indicators of well-being and freedom—from birth ratios to child marriage to sexual violence and the global HIV burden— clearly demonstrate that girls and women are disproportionately disadvantaged when it comes to gender equality. [Source: UNICEF Gender Action Plan 2014-2017]
There have never been more powerful advocates for women and girls, never been more campaigns fighting for women’s equality and there have never been more opportunities to fight for change as there are in 2016. The Global Goals campaign is providing a unifying, rallying call for commitments that will advance the health, wellbeing and rights of girls and women. Key progress has already been made this year with the announcement of UN Women’s HeForShe Impact Champions in Davos, where 10 of the world’s leading companies signed up to making gender equality an institutional priority, through to Melinda Gates’ announcement at Women Deliver Conference in May of the Bill and Melinda Gates Foundation’s $80 million commitment towards gender equality efforts including closing the gender data gap. More announcements are expected at the UN General Assembly, the Global Fund Replenishment, Global Citizen Festival and International Day of the Girl Child. By the end of 2016, the first progress report on the Goals should be a series of commitments to Girls and Women.
The Global Goals campaign for girls and women was launched at the World Economic Forum in Davos this year, at a dinner attended by high profile advocates for the girls and women movement such as Melinda Gates, Sheryl Sandberg, Freida Pinto, Queen Rania of Jordan, Ngozi Okonjo – Iweala, Obiageli Ezekwesili, Bono, as well as NGOs and campaigns including Unicef’s Fight Unfair, ONE’s Poverty is Sexist, Global Citizen and Chime for Change.
About our partners
We are grateful to our Founding Partners for making this project possible; Aviva, Bill & Melinda Gates Foundation, Getty Images, Pearson, SAWA, the global cinema advertising association and UNICEF.