IMAX Corp. (NYSE: IMAX) today launched an ambitious corporate social responsibility initiative, “Big Picture,” as an extension of its core mission to educate, entertain and inspire movie audiences globally. The wide-ranging campaign (#IMAXBigPicture) will leverage the power of film to promote awareness of and appreciation for the “big picture,” the understanding that the actions we take in our daily lives can significantly impact the future of the planet. Under the initiative, IMAX has partnered with the United Nations Environment Programme (UNEP) specifically to address the host of environmental, societal and economic issues facing society as a whole.
With the launch of its highly anticipated documentary film A Beautiful Planet, which opens April 29, IMAX hopes to showcase the power of film in addressing these issues.
The IMAX-UNEP partnership will promote solutions against climate change as well as actions to achieve the United Nations’ Sustainable Development Goals (SDGs) through film. Formally adopted by 193 member countries in September, the UN’s 17 development goals range from eradicating poverty, promoting gender equality and protecting the environment to ensuring universal access to clean water, modern energy and quality education. Under the partnership, the organizations will encourage the production of sustainability-themed films on a wide array of issues that lie at the heart of the UN’s efforts to protect the planet, end poverty and ensure peace and prosperity for all.
As part of the agreement, IMAX will launch a series of educational screenings and charitable premieres – called “In Feature” – to showcase sustainability-themed films. It will also encourage the development of films and documentaries to promote the UN’s 2030 sustainability agenda (the Sustainable Development Goals) and to promote global action around World Environment Day on 5 June and the UN Campaign on the Illegal Trade in Wildlife.
UN Under-Secretary General and Executive Director of UNEP Achim Steiner said, “As an iconic storytelling platform and distribution network, IMAX brings entertainment and information to captive audiences across the world. Such an impact is immensely valuable. IMAX has also made a commitment to corporate social responsibility in the form of its Big Picture initiative, which is being launched today. This work is just as important. Coupling the two in efforts to bring attention to the social, economic and environmental issues affecting our planet aligns with UNEP’s goals of engaging the public to better our world.”
– See more at: http://www.unep.org/newscentre/