Tandav Films has been assigned by United Nations Millennium Campaign (UNMC) to produce a video to popularise its Millennium Development Goals and also mobilise people at large to ‘Stand up and be counted’ in the movement against poverty.
Tandav Films has conceptualised a video that essentially focuses on the global advocacy campaign called ‘Stand Up And Take Action’ on October 17-19, 2008. Last year, 43 million people across the globe ‘Stood Up’ and set up a Guinness World Record. The public social advertising (PSA) video is breaking on various channels on October 2.
The PSA video features celebrities from different walks of life, who convey the right message to the public at large in removing poverty and meeting the objectives of the MDGs. The PSA features AR Rahman, Ranbir Kapoor, Gulzar, Sonu Nigam, Yuvraj Singh, Sunidhi Chauhan, Jaideep Sahni, Iman Ali and Kailash Kher, among others.
Raaj Hiremath, Managing Director, Tandav Films, said, “The brief we got for UNMC was to come up with a PSA to remind the governments of various countries about the promise they had made at the United Nations towards eradicating poverty and work on eight MDGs in 189 countries. The period in which to achieve these goals would be over by 2015. Hence, the slogan ‘Stand up and take action’ was devised.”
“The creative process behind the campaign was to take celebrities from different creative fields, who are popular and easily identified by the common man. We have kept the images stark so that they stand out among the routine public service messages and convey meaningfully the objective of the PSA. The PSA is in keeping with the international campaign that features the likes of Brad Pitt and George Clooney,” Hiremath added.
The video is interwoven with various celebrities being passive, indifferent and not agreeing to promises and achievements made so far. The film goes on to spell out the eight Millennium Development Goals – which include removing Poverty, AIDS, Child Mortality, promoting Gender Equality, Environment Issues, Literacy, Maternal Health and Global Participation. The celebrities remind the Government authorities that the promise made in the year 2000 had already reached its half-way mark, hence, it was time to speak out on the same and stand up and take action.
The PSA will be aired free of cost by all socially-committed channels. Last year, Zee TV had aired the PSA free of cost with Aamir Khan as the spokesperson. The UNM campaign is being also promoted through hoardings and a Print campaign, besides other promotional events through NCC cadets, in schools, colleges and NGOs.