Choose Life
Project
Choose Life
Partners
The Climate Coalition
The Brief
Launched on 2nd October 2020, Choose Life is a call for meaningful and ambitious climate action from the UK government as we recover from the pandemic. A collaboration between Project Everyone and The Climate Coalition, Choose Life encourages the British public to sign an open letter to the UK Prime Minister, putting pressure on the government to build a better, fairer, greener world, guided by the Global Goals.
The Approach
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At the heart of the campaign is a quirky, arresting film creatively inspired by Trainspotting and voiced by original cast member Kelly Macdonald. Directed by Adam Smith (The Chemical Brothers director and TV director on Skins and Doctor Who), the film revisits Trainspotting’s iconic opening monologue as a call for climate action, written by Scottish poet Mike Benson, with creative direction from writer, film director and UN Sustainable Development Goals Advocate Richard Curtis.
Alongside the film is the Choose Life platform, which directs viewers to a series of UK-focused campaigns and educational content echoing the system change we call for in the film. https://chooselifenow.globalgoals.org
The aim of the film was to deliver a message of hope and empowerment that collectively we can do something about this issue, when we take action.”
The Results
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As of January 2021, the film accumulated almost 400,000 views across platforms and accounts. It was shared by a wide range of organisations such as Make My Money Matter, Extinction Rebellion, Global Citizen, Culture Declares Emergency, Nature Trust and more. It performed very well on our partners’ channels, becoming The Climate Coalition’s best performing organic video on their Instagram feed. The launch was also supported by key influencers such as Lewis Hamilton, Coldplay, Cel Spellman, David Morrisey, Jaime Winstone and Kevin McKidd.