Project Everyone, SAWA and Getty Images video #WhatIReallyReallyWant to screen in 20 countries
20 years after its release, a remake of the Spice Girls’ Wannabe video, titled #WhatIReallyReallyWant, launched online on Tuesday 5th July to global acclaim with the ambition to tell world leaders what girls and women really, really want in 2016 to achieve the UN’s Global Goals for Sustainable Development.
Today, SAWA, the Global Cinema Advertising Association and its Cinema Advertising company members are launching #WhatIReallyReallyWant in cinemas internationally to capture the attention of huge global audiences. The members will begin screening the film from July and up until September 2016. The film will be distributed around the world through Unique Digital.
Conceived by Project Everyone, in partnership with SAWA and Getty Images, #WhatIReallyReallyWant is directed by MJ Delaney of Moxie Pictures and features artists from all around the world including Gigi Lamayne and Moneoa from South Africa, Seyi Shay from Nigeria, Bollywood actress Jacqueline Fernandez from Sri Lanka, M.O from the UK, Taylor Hatala from Canada and Larsen Thompson from the USA.
The film calls on people to share #WhatIReallyReallyWant on social media, igniting a campaign to encourage mass public support for the rights of girls and women. The visual responses bearing the tag #WhatIReallyReallyWant will be presented to world leaders this coming September at the United Nations General Assembly, spurring on the global Girl Power movement and engendering new political commitments from world leaders and their governments.
Rallying behind the hashtag #WhatIReallyReallyWant, the film has attracted more than 100 million views online since it launched, inspiring millions of people to share their hopes and aspirations for the future of female empowerment. The original Spice Girls Victoria Beckham, Melanie Chisholm, Emma Bunton and other global celebrities and women’s rights champions including Emma Watson, Paloma Faith, and Jamie Oliver are just a few of the personalities who flooded the web to share their incredible support for #WhatIReallyReallyWant.
Says Cheryl Wannell, general manager of SAWA, based in Sydney: “We are delighted to continue working with Project Everyone and to screen this amazing film in cinemas globally, thanks to the support of our Global Members. The power of Cinema has long been apparent, from the time of silent film right through to the implementation of 3D and all in between. Technology is one thing but Cinema’s storytelling capability and power to drive change is when it is at its most powerful.”
Says Richard Curtis, writer, director, Comic Relief co-founder and SDG advocate: “Last year the UN, Project Everyone and many partners launched a mass awareness-raising campaign reaching 3 billion people in just 7 days with news of the UN Sustainable Development Goals. This year we’re keeping up the noise and going deeper - fighting for 15 decisive years - trying to show how the Goals contain the answers to the world’s problems, from the refugee crisis to disease, humanitarian disasters to terrorism and war. And especially focusing on the incredible importance of progress in the area of girls and women - Global Goals for Global Girls.”
The campaign follows the hugely successful ‘We Have a Plan’ cinema movement that ran on screens with the launch of the UN’s Global Goals on 25th September 2015. The UN and Project Everyone created a film to introduce the UN’s Goals to the world. Thanks to SAWA and its members, the film was aired in cinemas around the world in 30 countries and achieved great success becoming the first ever cinema ad campaign. To demonstrate the impact of the cinema campaign, SAWA had commissioned Nielsen, the media measurement company, to measure the activity and reported on large-scale awareness and long-term recall being achieved. In U.S cinemas alone, ‘We Have a Plan’ was seen over 52 million times.
The film #WhatIReallyReallyWant is screened in SAWA global member cinemas internationally between July and September 2016, distributed through Unique Digital.
To be a part of this movement, share a picture of #WhatIReallyReallyWant online for your message for girls and women to be shared with world leaders at the United Nations General Assembly in September. To find out more about this campaign, please visit www.globalgoals.org.