Earth Hour crowdfunding launched, Spider-Man leads charge
By Digital News Asia February 13, 2014
- Earth Hour Blue, digital crowdfunding and crowdsourcing platform for the planet, launched
- Entire cast and crew of upcoming Spider-Man movie throw their support behind the platform
IN a first of its kind partnership, Spider-Man will be the first Super Hero ambassador for Earth Hour, the global movement organised by WWF (World Wide Fund for Nature).
Andy Ridley, chief executive officer and cofounder of Earth Hour, and Jeff Blake, chairman of Worldwide Marketing and Distribution at Sony Pictures Entertainment, made the announcement in Jakarta today (Feb 13) in conjunction with the launch of Earth Hour Blue.
Earth Hour Blue is a new digital crowdfunding and crowdsourcing platform for the planet, launched to engage people around the world and participants in the famous ‘lights out’ event, which this year will be held on Saturday, March 29, at 8:30pm, WWF said in a statement.
Earth Hour and the hero of the highly anticipated motion picture The Amazing Spider-Man 2 – along with the film’s stars Andrew Garfield (pic), Emma Stone, Jamie Foxx and director Marc Webb – are throwing their support behind Earth Hour Blue, which aims to harness the power of the crowd to raise funds for on-the-ground environmental projects from across the world.
“I’m proud Spider-Man is the first Super Hero ambassador for Earth Hour because he shows we can all be Super Heroes when we realise the power we all have,” said Andrew Garfield, who plays Spider-Man in the upcoming film.
“Earth Hour is a movement that has created massive impact around the world, so imagine what we can do this year with Spider-Man by our side,” he added.
The crowdfunding section of the new platform will allow participants to help deliver energy efficient stoves to families in Madagascar; help communities in the Philippines build fibreglass boats to withstand climate impacts like Typhoon Haiyan; and raise funds to expand and conserve the iconic Table Mountain National Park in South Africa, with many more projects to come, WWF said.
“Earth Hour gives you the power to inspire anyone, even if you’re just one person, and Earth Hour is much more than an hour. There are great projects from the crowd, for the planet, happening all over the world,” said Stone (pic).
The Amazing Spider-Man 2 director Marc Webb is the first celebrity ambassador to announce the Earth Hour Blue project he is backing, which aims to provide better equipment for WWF Rangers protecting Indonesia’s endangered wildlife such as the Sumatran Tiger, Elephant, Rhino and Orangutan and their forest habitat.
“Earth Hour is a movement full of Super Heroes – people harnessing the power of the crowd to inspire change for the good of the planet, imagine the possibilities when we come together and do more,” said Webb.
Earth Hour has grown to involve hundreds of millions of people from all walks of life across 7000 cities and towns and 154 countries and territories. Jamie Foxx, who plays the villain Electro in the film, said, “Earth Hour isn’t just about lights off; it’s about people across the world coming together throughout the year to join forces to improve the planet.
“Never underestimate your power, never underestimate what you can do,” he added.
Individuals can also use Earth Hour’s crowdsourcing platform for Earth Hour Blue, which will call for people to add their voice to some of the biggest environmental campaigns across the world; including an Instagram campaign for people to share their love of Australia’s Great Barrier Reef, as part of WWF-Australia’s ‘Lights Out For The Reef’ theme for Earth Hour 2014.
Global participants in the movement will also be able to sign the Shark Saver’s “I’m FINished With FINS” pledge, which engages celebrities and public figures throughout Asia to help end shark finning in marine waters for the consumption of shark-fin soup.
“The idea of Earth Hour has grown beyond anything we could have dreamed,” said Ridley.
“This year with the help of Spider-Man by our side, we are taking the movement to the next stage. We hope that Spider-Man will empower individuals to be Super Heroes for the planet, and use their voice or their dollar to support projects or campaigns around the world.
“It’s about harnessing the power of the crowd. That’s what Earth Hour Blue is all about,” he added.
Sony Pictures Entertainment will join by contributing to a WWF-China and Earth Hour Blue project that provides efficient cookstoves to prevent deforestation in the habitat of the Giant Panda. Through its efforts, the studio will receive Gold Standard carbon offsets that render the entire physical production of The Amazing Spider-Man 2 as well as its publicity tour, carbon-neutral.
Expanding on many sustainability efforts over the years, The Amazing Spider-Man 2 became the most eco-friendly tentpole production in the history of Columbia Pictures. These environmental efforts, on set and off, were supported at every level – from producers, studio executives, and cast and crew and began as soon as the film went into pre-production, WWF said.
“Spider-Man’s always been a very relatable Super Hero. Peter Parker is a hero to all people, and an inspiration, so it seems very fitting that he should join forces with Earth Hour to empower every single individual to help save the planet,” Blake added.
“I’m also very proud of the fact that The Amazing Spider-Man 2 is entirely carbon-neutral. We made a commitment to be as eco-conscious as possible during production itself, when we took a special effort to think green and avoid waste; now, completing that process with Earth Hour Blue is a wonderful testament to what we can achieve when we all work together.”
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