Keeling Curve

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Project Summary / Description:

Rewriting Extinction was created to reach global audiences not engaging with environmentalism. 

We create targeted content, in collaboration with voices/influencers that speak to them. From comics to comedy, from TV to music - we create content that they want from creators they want to hear from - and we use this as the bridge to bring them into environmentalism.

Another key part of what we do is simplify complex topics and reframe them into specific emotional messages that will resonate with the targeted audience. In practice this means taking facts/science and re-framing those into stories from storytellers that stand a much better chance of changing minds/opinions. 

We never judge, we never blame - we simply give people the chance to engage - and with that, we‚ ve had over 150m engagements organically in 18 months. Rewriting Extinction brings amazing people together to make stories to change the world.

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Replaces/avoids GHGs (e.g., projects that replace sources of GHGs, such as the burning of fossil fuels for electricity, heat, transport, or other energy uses)

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Impact on Underrepresented Groups:

We create bespoke collaborations between influencers, storytellers and those with lived experiences. Each piece of content has those three components, and where possible, we work with storytellers who are representative or have personal knowledge of the issue at hand. 

As an example, we recently created a comic for Indonesia, made by Sheila Putri, inspired and directed by Ahmed Ashov Birry and Dhitri Putri, and backed up by Pungky Pratama Nanda. This story tells a cute (but heartbreaking) story of five animal friends sitting, waiting for international climate finance while their land is steadily consumed by coal exploration. 

In this example, we then launched via our channels and those of our partners and influencers, to get that message, issue and story outside of Indonesia, and bring pressure on international finance institutions to live up to their commitment. You can see the comic here: https://www.dropbox.com/s/2utcu34rpgs2ogu/AnyDayNow-fin-revised%20.pdf?dl=0

Already we‚ ve told over 200 stories from across the planet, raising awareness of the fishmeal scandal in Gambia, the fast fashion dye houses polluting the ecosystem in India, the fossil fuel secret investment in Drax in the UK and (literally) hundreds more. 

And in each case, this has often been the first time our audiences have ever heard of these issues. 

With proper funding, we could do so much more.

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