By Manu Sharma
The multi-channel campaign aims to drive awareness on how every individual holds equal responsibility to be a change agent by taking small yet important steps for a greener and a healthier earth Eminent celebrities like Malaika Arora, Suresh Raina, Rana Daggubati, Pratik Gandhi, Dia Mirza, Sania Mirza, Neeraj Pandey, Shital Bhatia and many others come in support of Discovery India’s #StopTheMelt campaign on World Environment Day Bengaluru, June 05, 2021: Discovery, India’s leading real-life entertainment channel in partnership with UN India and WWF India today announced the launch of a path-breaking campaign, #StopTheMelt. 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 soul stirring 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. To watch the campaign film #StopTheMelt, click here: https://youtu.be/ip1af5XRCR0
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, Mr. 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.
About Discovery India:
Discovery Communications India, country’s leading real life entertainment player, is dedicated to satisfying curiosity, engaging and entertaining viewers with high-quality content through its portfolio of 14 channels including Discovery Channel, Discovery HD, Animal Planet, Animal Planet HD, TLC, TLC HD, Investigation Discovery, Investigation Discovery HD, Discovery Science, Discovery Turbo, Discovery Kids, DTamil and sports channels Eurosport and Eurosport HD. The company recently launched India’s first aggregated real-life entertainment streaming app Discovery Plus. Available on Android, iOS and on the desktop / mobile web and Fire TV, the app offers more than 40,000 hours of content, across 40+ genres including Science, Adventure, Food and Lifestyle, in the language of your choice.
About UN India
The United Nations system in India includes 26 organisations that have the privilege to serve in India. The Resident Coordinator, the designated representative of the UN Secretary-General to the Government leads the UN Country Team to advocate the mandate of the United Nations, while drawing on the support and guidance of the entire UN family.
About WWF India
WWF India is committed to creating and demonstrating practical solutions that help conserve India’s ecosystems and rich biodiversity. Completing 50 years of conservation journey in the country, WWF India works towards finding science-based and sustainable solutions to address challenges at the interface of development and conservation. WWF India is part of the WWF network, with offices in over 100 countries across the world. WWF India works in over 20 states, across thematic areas including the conservation of key wildlife species and their habitats, management of rivers, wetlands and their ecosystems, climate change adaptation, driving sustainable solutions for business and agriculture, empowering local communities as stewards of conservation, combatting illegal wildlife trade and inspiring students and citizens to take positive action for the environment through outreach and awareness campaigns.