Call to Earth's
programming and outreach across TV, digital and social platforms will focus on the positive contributions being made to create a sustainable future. It will function alongside CNN's broader coverage of climate change and the environment.
According to CNN, the series is designed to make an impact, raise awareness and engage communities. Call to Earth
intends to be similar to how the CNN Freedom Project has focussed on modern-day slavery over the last eight years.
The series is being launched in partnership with Rolex as a shared commitment towards a sustainable future. Rolex's involvement is part of its 'Perpetual Planet' initiative, through which Rolex shares a common goal with CNN to be a positive force for the environment.
Through this partnership that is established by CNN International Commercial, the stories of Rolex Laureates will be included in some aspects of CNN's Call to Earth
coverage. Rolex and CNN will collaborate around community engagement, events and awareness-building.Call to Earth
will feature on CNN International through:
- regular Call to Earth field reports airing in news programmes, which look at environmental stories from around the world that are often associated with events or global days of action — such as World Oceans Day
- a monthly segment airing in Quest Means Business called Answering the Call. The segment will profile inspiring individuals who have made a material difference to environmental issues
- landmark documentaries with unique access to a person, place or story that has made a special difference to the world around them. Each documentary will be accompanied by a week-long series of programming to build momentum around the topic
The first documentary, Ted Turner: Captain Planet
, will air on CNN International and will be hosted by Dr Sanjay Gupta. The documentary will explore the contribution that Ted Turner made to the modern environmental movement.
The documentary features rare access and an interview with Turner himself, as well as contributions from those who knew Turner's environmental work the best. This includes Al Gore, Jane Fonda and Bill Gates. New material about Turner has aired on CNN International, following the first documentary, which aired on Saturday, 23 November.
According to CNN, digital content and social outreach will be central to Call to Earth
, which has also launched its microsite
that comprises videos, articles and interactive features — alongside cross-platform storytelling aligned with CNN TV.
The site intends to be the hub for social media campaigns as CNN uses its social reach to raise awareness and engage audiences through various initiatives. CNN will also be looking at the actions that individuals are taking to help preserve the planet.
In addition, Call to Earth
and its themes will feature in CNN's presence at major events and will form part of CNN's own CSR mission, employee engagement and commitment to the environment.
"The climate crisis and sustainability are perhaps the defining stories of this generation," says Ellana Lee, senior vice president at CNN. "People, especially younger people, care passionately about these issues and, as a network, we have worked tirelessly to bring them to the fore, from Greenland to Australia via Russia, the United States and Antarctica."
"Call to Earth
marks a special new phase in our coverage and a cross-platform, long-term initiative that will focus our efforts and make a real impact — engaging communities and forming fresh connections to help empower those fighting to protect the planet," concludes Lee.
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