OUR PLANET: OUR IMPACT - WWF

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OUR PLANET:OUR IMPACTTHE FIRST YEAR OF THE OUR PLANET PROJECTSEPTEMBER 2020Report produced by

CONTENTSEXECUTIVE SUMMARY5PROJECT BACKGROUND6OUR PLANET OBJECTIVES8PROJECT TEAM11GROUNDBREAKING STORYTELLING13KEY MESSAGES17HOW IMPACT WAS MEASURED18PROJECT REACH19AUDIENCE RESPONSE20A GLOBAL MEDIA EVENT34THE DIGITAL HALO38HIGH-LEVEL POLITICAL AND ECONOMIC ENGAGEMENT42ENGAGING BUSINESS43YOUTH AND EDUCATION44CHANGING THE GENRE46LEARNINGS48CONCLUSIONS51Written by:Nicole Itano, Executive Director tvePaul Harvey, Director of Insight, Analysis andNew Product Development WWF-UKDesign by: RobinStannard.designWWF UK, The Living Planet Centre, Brewery Road, Woking, GU21 4LLWWF and World Wide Fund for Nature trademarks and 1986 Panda Symbol areowned by WWF-World Wide Fund For Nature (formerly World Wildlife Fund).All rights reserved.Copyright Credit Copyright owner / WWF- Mal Carnegie/Silverback/NetflixFor contact details and further information, please visit our website at wwf.org.ukCover photography: Sophie Lanfear / Silverback/NetflixWWF INTERNATIONAL 20193

EXECUTIVE SUMMARYOur Planet is a global impact project built around the eight-partNetflix original documentary series Our Planet, which was released inApril 2019. The series was developed in partnership with WWF andused the sweeping, big budget storytelling approach familiar to fansof shows like Planet Earth and Blue Planet, but carried an explicitenvironmental message.Voiced in English by David Attenborough andfilmed by a crew of 600 in 50 countries, OurPlanet was produced by Silverback Productions,an independent production company founded byBBC Natural History Unit veterans. In addition,the series was supported by a huge range ofdigital content, educational assets and real-worldengagement opportunities, known collectively as theOur Planet Halo, produced by Silverback, WWF andother partners.The project is arguably the most ambitiousenvironmental film impact project ever designed,with a goal of “mainstreaming green” and makingthe destruction of nature politically, socially andeconomically unacceptable. WWF set a target ofengaging half a billion people around the worldover through the project (over five years), beyondviewers of the series itself.In its first year, the Our Planet project reachedhundreds of millions of people around the world,through the series as well as digital content, mediacoverage, education initiatives and partnerships.The series, which attracted a truly global audience,won critical acclaim and prompted extensivemedia coverage and digital conversation aboutthe importance of its environmental message.Qualitative and quantitative research conductedby WWF also showed that viewers of the seriesresponded overwhelmingly positively and reportedincreased awareness, concern and knowledge aboutthe environmental issues it covered, ranging fromendangered wildlife to restoring biodiversity.The project also created a number of keyopportunities for high-level engagement, inspiringaction and a sense of urgency amongst globalpolitical leaders and in the executive offices of someof the world’s most important companies.This report shows: Our Planet created a truly global conversationabout the urgency of action to protect our planet. It educated, informed and inspired tens of millionsof people around the world, but worked best todrive action when it linked back to localized and/or specific campaigns and initiatives. It proved content with hard-hitting environmentalmessages could be commercially successful withmainstream audiences. It helped mainstream the climate and natureconversation among decision-makers. Alex Voyer / Silverback/NetflixOUR PLANET: OUR IMPACT5

PROJECTBACKGROUND‘WHAT REALLY MAKES OUR PLANET STANDOUT IS THE CLEAR DRIVING STORY THATRUNS THROUGH THE ENTIRE SERIES, AND THE WIDERCOMMUNICATIONS PROJECT. THE NATURAL WORLDIS NOT JUST NICE TO HAVE, IT FUNDAMENTALLYMATTERS TO EACH AND EVERY ONE OF US.THIS HAS BEEN A TRUE LABOUR OF LOVE FORHUNDREDS OF FILMMAKERS, CINEMATOGRAPHERS,CONSERVATIONISTS, EDITORS, MUSICIANS ANDPRODUCTION TEAMS, ALL OF WHOM HAVE BROUGHTTHEIR BEST WORK TO THE MOST IMPORTANT STORYTHAT THERE IS - A STORY THAT COULD NOT BE MOREUNIVERSAL OR MORE TIMELY’Our Planet’s environmental message was notaccidental: the project was originally conceivedjointly by Silverback and WWF, whose UK branchcounts among its ambassadors David Attenboroughand both of Silverback’s founders, Alastair Fothergilland Keith Scholey.The project reflected both growing unease in thenatural history documentary sector that the celebratorynarratives of the genre were painting a false picture ofthe state of the planet and a recognition by WWF thatentertainment could be a powerful medium to helpbuild mainstream support for environmental action.The project was also groundbreaking due to itscommissioning and distribution by Netflix, thedisruptive American streaming platform, which gavethe series a new kind of global reach. The series wasNetflix’s first major commission in the natural historygenre and by its launch, the company had expandedinto 190 countries globally. While previous landmarknature series like Planet Earth, Blue Planet and FrozenPlanet produced by the BBC Natural History Unit hadglobal distribution, they usually landed in differentmarkets at different times. Through Netflix, OurPlanet had a coordinated global launch – a first for aseries of this kind. Because it will remain accessibleon Netflix’s platform indefinitely, it also has a longershelf-life. In addition, distribution by Netflix gave thefilmmakers, Attenborough and WWF greater freedomto be more explicit in their call for urgent action toprotect the planet, unhindered by the strict impartialityrules of the BBC and other state broadcasters who hadtraditionally funded projects of this type. Indeed, theseries’ environmental message and sense of urgencyplayed a central role in its marketing and promotion.The partnership with WWF was also unique for anumber of reasons. First, the organisation played aOUR PLANET: OUR IMPACTDavid Attenborough Kieran O’Donovan / Silverback/Netflixcentral editorial role. It helped design the narrativeof the main series and Halo content to ensure that itsupported a change agenda and also acted as scientificadvisor. WWF received prominent branding in seriesassets and at the end of each episode, through a shortmessage from Attenborough telling viewers to visit thewebsite. Secondly, WWF was responsible for drivingthe wider education and awareness initiatives aroundthe series.The main series, following the successful format ofthe genre, put nature centre stage. Supplementarycontent known as the Halo provided inspirational andexplanatory stories – many of them about people –showing how to put nature on a path towards recovery.The project was never envisioned as just a televisionseries. Both WWF and Silverback planned for the seriesto be supported by a wider suite of content, the Halo,that would help educate, inform, and drive action ona global scale. The Halo ultimately grew to include notjust the original web hub and supplementary digitalcontent initially imagined, but also a forthcomingfeature film, two books, an immersive digitalexperience, a comprehensive educational programme,an app and two standalone medium-format filmsaimed at business audiences.7

OUR PLANETOBJECTIVESPROJECTTIMELINEEND 2014ConceptOur Planet had a hugely ambitiousvision to make the continuedenvironmental degradation and lossof wildlife politically and sociallyunacceptable.2015Project DevelopmentEND 2015Commissionedby NetflixTHE PROJECT HAD THREE KEY OBJECTIVES: Produce a critically acclaimed and commerciallysuccessful series that helped “mainstream green”.2016 – 2019 Inspire action and a sense of urgency toprotect the planet at the highest levels ofglobal decision making.Series Productionand CampaignDevelopment Deepen understanding of and value forbiodiversity and the threats facing nature,especially among audiences not already activelyinvolved in the movement to protect the planet.David AttenboroughAnnouncementJANUARY 2019Davos sneakpreviewWWF set a target of engaging 500 million peopleglobally through the Halo by 2024, in addition tothe many millions who would view the series onNetflix. To count as engagement, the organisationset a higher bar than the commonly used reachmetric. WWF counted social media posts/shares/comments/hashtag use, traffic to the series website,online video views, social media followers, appdownloads, petition sign-ups, event attendance,merchandise sales and school resource use.APRIL 2019JUNE 2019Our Planet,Our Businesslaunch(business film)The filmmakers also hoped that the series wouldsupport a shift in the natural history storytellingsector by showing the genre could be entertaining,commercially successful and also have a hardhitting environmental message.Our Planet seriesand Halo LaunchSEPTEMBER 2020Our Planet: Too Big To Faillaunch (finance film)AUTUMN 2020 Darren Williams/Silverback/NetflixOUR PLANET: OUR IMPACTNOVEMBER 2018(Originally scheduled for April 2020)David Attenborough –A Life On Our Planetfilm launch9

PROJECT TEAMSILVERBACKWWFKeith ScholeySeries Executive ProducerColin ButfieldHalo Executive Producer andConservation AdvisorAlastair FothergillSeries Executive ProducerLiz CallegariOur Planet Project DirectorJonnie HughesHalo Supervising ProducerMark WrightConservation AdvisorCORE TEAMCORE TEAMAdam ChapmanHuw CordeySophie LanfearHugh PearsonMandi StarkJeff WilsonSeries ProducersAmy AndersonProducer and DirectorJon ClayHalo Producer and DirectorCarole CassidyJess MurrayCommunications ManagerDan HuertasHalo Producer and DirectorJ ane HamlinHead of ProductionFiona MarshLaura MeachamProduction ManagerIlaira MallalieuJoe FeredayKeira MalikAssistant ProducersRebecca HartResearcherPaige AshtonCommunications ManagerShareen BrownSenior Communications ManagerClaire CockettSenior Partnerships ManagerJoe DixDigital ManagerAnna JonesOperations & Events ManagerMatt Larsen-DawEducation ManagerMichelle LindleyResearcherRhiannon ShahBusiness Communications Manager wan GuilderEDigital Asset and Delivery ManagerKaren RichardsSenior Media ManagerA full list of the team involved inthe Halo can be found here:ourplanet.com/en/about-our-planetAdam RobertsonContent and Communications SupervisorSarah WannResearcher Hugh Pearson/Silverback/NetflixOUR PLANET: OUR IMPACT11

GROUNDBREAKING STORYTELLINGOUR PLANET EPISODESAND KEY THEMESEPISODE 2FROZENWORLDSA LANDMARK NATURAL HISTORY SERIES.IceEPISODE 8EPISODE 3JUNGLESFORESTSDiversityResilienceEPISODE 1ONE PLANETEPISODE 7EPISODE 4ConnectednessFRESHWATERCOASTAL SEASProductivityFlowEPISODE 6HIGH SEASHot spotsEPISODE 5FROM DESERTSTO GRASSLANDSSpaceOUR PLANET: OUR IMPACTWhile many working in the natural historystorytelling space, including Attenborough, have longbelieved their films helped build popular supportfor the protection of nature, until recently there washesitancy to include explicit environmental narratives.But there has been increasing criticism of the genre,externally and from within the sector, that by failingto directly address the critical situation nature faces, itwas giving viewers a false impression that nature wasthriving.Previous big budget, landmark natural documentariesseries had either largely avoided discussion ofenvironmental issues or, like Blue Planet II, touchedon them lightly only in specific scenes.Our Planet, by contrast, put an environmentalmessage at the heart of the narrative of the entireseries. The supplementary Halo content explored theissues raised in the series in more depth, witha strong emphasis on solutions and the connectionsbetween people and nature.WITH AN ENVIRONMENTAL MESSAGE ANDA SUPPORTING HALOThe series has eight episodes, with the first showingthe interconnectedness of nature and the remainingseven each organised around a different biome,an area of the planet distinguished by its climate,plants and animals. By looking globally at thesedifferent systems, the series was able to explain howthese systems worked as well as the common threatsthey faced. Oliver Scholey / Silverback/NetflixSpecifically, Our Planet tried to explain the singlething that made each biome unique, the threatseach faced, and how those could be addressed. Forexample, the grasslands episode explored how theyfunctioned as a system only because of vast space –which is under threat due to land conversion, largelydriven by human demand for meat.The Halo, which began with the website andassociated digital content, eventually grew toencompass a huge suite of interconnected projectsthat drew on the series content and relationships.13

OUR PLANET HALOSERIES ASSETSEVENTSSeries and HaloScreeningsOurPlanet.comChildren’s BookGlobal Our PlanetConcert series(due 2021)Our PlanetSeries BookOur Planet album –Stephen Price andEllie GouldingThe Our Planet seriesled to the developmentand production of aseparate project, a featurefilm entitled “DavidAttenborough: A Lifeon Our Planet,” with anaccompanying album. Thefilm, which will have alimited theatrical release andalso be distributed by Netflix.It was scheduled for releasein April 2020, but due to theglobal Covid-19 pandemic,was delayed until the autumnof 2020. A book expanding onthe film messaging will bereleased in parallel.AR Experiencein Singapore,UK and NYOUR PLANETSERIESEDUCATIONAL ASSETSSUPPLEMENTARY FILMCONTENT224 Short Films(40 translated into5 languages)Our Planet,Our Business(business film)Our Planet: Too BigTo Fail (finance film)Our PlanetLocal Action onBiodiversity ToolkitOur Planeteducator’s packClassroomResources &Screenings GuidesOur Planet Live:Skype in theclassroomSeek for OurPlanet AppYouth Voices forOur PlanetWild Wisdom Quiz Alastair Macewen / Silverback/NetflixOUR PLANET: OUR IMPACT15

KEY MESSAGESEVERYTHING IS CONNECTEDThroughout Our Planet, but especially in the firstepisode One Planet, the series shows the linksbetween different natural systems – and howultimately these connect to human livelihoods.The first sequence of Episode 1: One Planetshows how millions of seabirds nesting on thePeruvian coast of South America rely on hugeshoals of anchovies that feed on deep seanutrients brought by the powerful Humboltcurrent that sweeps up from Antarctica, whichin turn depend on on dust blown into the seafrom deserts around the world. Presented as agrand, intricate dance with a cast of millions thesequence shows how the world operates as one,interconnected system.NATURE IS RESILIENTOur Planet includes messages of hope – includinga number of sequences that illustrate the powerof nature to come back if given the opportunity.Episode 6: High Seas ends with the largestgathering of humpback whales seen in 100 years,explaining that the global ban on commercialhunting of whales has succeeded. The seriesends, in Episode 8: Forests, with footage fromChernobyl, showing how the nuclear disaster site,abandoned by people more than three decadesago, has been retaken by forest and wildlife.CLIMATE CHANGE IS HAPPENING NOWEpisode 2: Frozen Worlds contains some ofOur Planet’s most hard-hitting and memorablescenes. One shows walruses toppling to theirdeaths from cliffs as a result of climate change.Due to a lack of summer sea ice, the walruseshad “hauled out” on overcrowded, inappropriaterocky cliffs. Unable to find their way back tosea, many fell to their deaths. Another scene,in Episode 1, shows the massive collapse of anArctic glacier, the largest ever recorded. Bothscenes hit home that the impacts of climatechange are already being felt. Huw Cordey / Netflix/SilverbackOUR PLANET: OUR IMPACT17

HOW IMPACT WAS MEASUREDPROJECT REACHTo measure the impact of Our Planet, this report drew on a number ofsources, including:1. P ublicly released data from Netflix about theviewership of the series2. Q ualitative research undertaken by WWF thatused ethnographic vlogging to follow the endto-end journey of engaging with the series.Participants were asked to watch the entire seriesin three weeks and record video diaries whilewatching. Follow-ups were conducted one weekand six weeks after viewing.3. Q uantitative research undertaken by WWFincluding large-scale surveys conducted in fourOur Planet markets – the UK, US, Colombia andBrazil -- to measure the impact of the series onviewers. WWF conducted a 20 minute onlinesurvey, with data gathered by Dynata, of10,467 individuals in the four countries. Of those,2747 across all markets had seen at least oneepisode of the series. The samples were nationallyrepresentative which means that they accuratelyreflect the overall country’s population.4. Global social and media monitoring online inthe English-language was conducted usingMeltwater Sysomos. In addition, individualWWF offices around the world used a variety ofmedia monitoring systems to report coverage intheir markets.28,500 MEDIA PIECESIN 129 COUNTRIES(between November 2018 andSeptember 2019)45MILLIONACCOUNTS VIEWED SERIESGLOBALLY IN THE FIRST MONTH,ESTIMATED TO BE BETWEEN 90TO 180 MILLION INDIVIDUALS 2UNIQUE.25USERSMILLIONTOOURPLANET.COM AND3.2 MILLION SESSIONS(by May 31, 2020) 100MILLIONDIGITAL ENGAGEMENTSMORE THAN 66 EVENTS IN 35COUNTRIES USING SERIES ORHALO CONTENT(not including Our Planet, OurBusiness screenings, betweenOctober 2018 and March 2020)350,000 SIGNATURESGLOBALLY TO VOICE FORTHE PLANET PETITION(by May 31, 2020)30,000 USERS OF AR EXHIBITIONIN SINGAPORE, NEW YORK AND UK90 MILLION ONLINE VIEWS OFOUR PLANET HALO AND SERIESCONTENT BY THE END OF 2019 290 SCREENINGS OF ‘OURPLANET, OUR BUSINESS’ IN 55COUNTRIES, REACHING 23,000BUSINESS PEOPLE(by May 2020)13,000CHILDREN IN KENYA, INDIA,SINGAPORE AND THE UKREACHED THROUGHEDUCATIONAL SCREENINGS 1 MILLION DOWNLOADSOF SEEK APP Kieran O’Donovan / Silverback/NetflixOUR PLANET: OUR IMPACT19

AUDIENCERESPONSEVIEWERSHIP BY POLITICAL AFFILIATIONLegendCountry profile0%5%10%15%20%25%30%OP viewers35%40%Labour PartyConservative PartyWHO WATCHEDGreen PartyLiberal Democrats PartyThe global reach of Netflix – and translation of theseries into over 20 languages – provided a uniqueopportunity for Our Planet to penetrate marketsthat had previously had less access to landmarknatural history series. Netflix does not releasedetailed global viewership figures, making it difficultto get a full picture of the audience. However, WWFquantitative research in four markets – Colombia,UK, Brazil, and the US – indicated there waswidespread awareness of the series and substantialviewership. In Colombia, 18 percent of the adultpopulation reported viewing at least one episode.Audiences in Colombia and Brazil skewed younger,with 60 percent of viewers between the ages of 18and 35. In the UK the series reached a general crosssection audience, while in the US the show reacheda predominantly older audience. Many viewed OurPlanet in a family context, especially in Brazil andColombia, where around half of respondents saidthey watched with their children – though only 30percent did so in the USA.While viewers of the series skewed slightly leftleaning politically, in all countries there was aspread of viewers with different political leanings.OtherScottish Nat. PartyUKIPDemocratic PartyRepublican PartyIndependentOtherPSL PartidoSocial LiberalPT PartidoDos TrablhadoresPV Partido VerdeOUR PLANET VIEWERSHIP: APRIL 5 – JUNE 16 2019% publicawarenessColombia30%% publicclaimedviewing20%Other% publicconfirmedviewing*18%Estimatedviewership ofat least 9%11,116,988PSDBNOVO Partido NovoPartido SocialismoE LiberdadeRede SustentabilidadePartido Verde(Col.) Alianza VerdeCentro DemocráticoOtherPartido Liberal ColombianoUSA15%* Adjusted after showing trailer6%5%11,259,075Polo DemocráticoAlternativoColombia Justa LibresBase size: UK (2821), US (2651), Brazil (2666), Colombia (2360)OUR PLANET: OUR IMPACT21

AUDIENCE RESPONSEViewers of Our Planet were overwhelmingly positiveabout the series, with 95 percent in the four countriesrating it 4 or 5 on a five-point scale (with 5 a ratingof ‘Excellent’). It also compared highly favorably toother recent landmark series, with 73 percent rating itexcellent, compared to 66 for Blue Planet II and63 percent for Planet Earth II. Audiences in Colombiaand Brazil, which have had less exposure to the genre,reported the highest approval ratings.Audiences also responded well to the environmentalmessage of the series – in fact, they said they wantedmore, especially about what they could do personally andwhat business and government were and should be doing.RESPONSE TO SERIES NARRATIVEI like the waythey explainthe importanceof differentecosystems, therelationships thatoccur in these andhow climate changeis affecting themand this in turn as itaffects us.BrazilWhat’s not tolike? Informative,captivating,worrying, greatphotographyand with DavidAttenborough givingthe commentary great combination.UKAUDIENCE RESPONSE TO ENVIRONMENTAL MESSAGING IN THE SERIESThe productionvalue of this seriesis amazing and oneof the best if notthe best wildlifeseries ever made.Not only showingincredible footageof beautiful animalsbut also addressingthe harmful lossof habitat mostanimals are havingto endure.USAI am fascinatedby the way theproblem is covered,the productionof these series isextraordinary. Thetechnology is of firstquality, the messageis clear, reliable,timely, real.ColombiaIt’s so eye openingabout the changesthe planet isgoing through.It makes mewant to change mylifestyle to helppreserve the futureof the planet.LegendFar too muchA bit too muchJust rightA bit too littleFar too littleExplanations of what is causing environmental issuesHard-hitting footage showing the reality of the impacts of environmental issuesUKInformation on what needs to be done to solve environmental issuesIt does a greatjob explaininghow everythingis connected. Forexample, how meltingof ice in Greenlandcan damage bird life inPeru. The photographyis astoundinglybeautiful. The showtakes you to placesthat very few peoplewould ever be able togo. It is interspersedwith dramatic andexamples of animalbehaviour.Information on what I can personally do to helpStories about how businesses are making positive steps to address environmental issuesStories about how goverments are making positive steps to address environmental issuesUSABase size: UK (705), US (613)OUR PLANET: OUR IMPACT23

AUDIENCE RESPONSEThe most memorable scenes were all climate related, with the top threerecalled sequences all from Episodes 1 and 2.But viewers also had very high recall of facts related to theinterconnectedness of nature and extent of wildlife loss in recentdecades, as well statements that showed a more sophisticatedunderstanding of the complexity of climate change.MEMORABLE SEQUENCES, FROM SOCIAL LISTENING DATAPolarbears17.9%Walruses13.1%Ice caps/frozenworlds7.1%MarinePenguinsand ocean 4.4%life5.8%Bluewhale3.0%KEY REMEMBERED FACTS FROM EPISODES VIEWED71% RECALL69% RECALLThe oceans drivethe weatherand the climate,which means thatdamaged oceanswill contribute toextreme weatherand climate change.Episode 6:The High SeasIn one year from2016 to 2017,1000km of theGreat Barrier Reefin Australia diedbecause of rising seatemperatures dueto climate change.Episode 4:Coastal Seas56% RECALLThe world’s tigerpopulations havedeclined by 95%.Episode 5:From Deserts toGrasslands68% RECALLIn one lifetime, wehave lost more thanhalf of the wildlifeon EarthEpisode 1:One Planet Sophie Lanfear / Silverback/NetflixOUR PLANET: OUR IMPACT25

MEASURABLESHIFT IN BELIEFSCompared to non-viewers, people who had watchedthe series reported increased awareness, concernand knowledge about the environmental issuescovered in the series, ranging from endangered wildlifeto restoring biodiversity. Climate change was themost recalled issue. They also reported strongerattitudes around the need to act, includingbelieving that people are impacting the environmentand businesses and government need to take action.Viewers felt more strongly that they have theknowledge to do something and that theirown individual actions can make a difference.However, they weren’t likely to feel much morepositive about the future and our ability to tackle majorenvironmental problems. Degi Peljee/Silverback/Netflix Gisle Sverdrup / Silverback/NetflixKEY REMEMBERED FACTS FROM EPISODES VIEWEDLegendUnexposed35%Exposed70%30%60%25%50%% definitely agreeingClaiming to know ‘a lot’ about these issues:40%BELIEFS ABOUT PERSONAL RESPONSIBILITY FOR THOSEEXPOSED TO THE SERIES COMPARED TO THOSE NOT EXPOSED20%15%10%Exposed30%20%10%0%0%I am positiveabout thefuture andour ability tosolve today’senvironmentalissuesI feel I knowenough aboutwhat I can doto help theenvironmentThe things thatI do to help theenvironmentmakes a realdifferenceI am impacted byenvironmentalissues a greatdeal in myeveryday lifeBase size: OP viewers (2747), Non-OP viewers (7751)To me it’s a highpriority to live anenvironmentallyconsciouslifestyleI am preparedto makelifestylechanges tobenefit theenvironmentThe waywe live isimpactingwildlife hereand in othercountiresSustainablefishingEnsuring food isfrom sustainablesourcesProtecting theArcticSustainabilityof global foodproductionProtectingcoral reefsStoppingpoaching andIllegal WildlifeTradeProtecting andsustainable useof our ts andecosystemsHaltingdeforestationConservingrivers eredwildlifeEliminatingplastic wasteOUR PLANET: OUR IMPACTUnexposed40%5%Base size: OP viewers (2747), Non-OP viewers (7751)Legend27

MEASURABLE SHIFT IN BELIEFSADJUSTED RESULTS (UK Awareness30%0.5*50%0.6Knowledge% definitely agreeing60%Controlled sample***Exposed0.7* p 0.005** p 0.001*** p 0.000**Unexposed0.8***Legend70%SignificanceNatural fallout sampleMean difference between exposed and unexposed80%Legend*BELIEFS ABOUT NEED FOR ACTION FOR THOSE EXPOSED TO THE SERIESCOMPARED TO THOSE NOT EXPOSED10%0%The meat weconsume is aleading cause ofdeforestationWhat we eat, andhow we produceit, will determinethe future of theworld’s wildlifeThe continueddegradation ofnature and theenvironmentis politicallyand sociallyunacceptableWhat we do inthe next 20 yearswill determinethe future of alllife on earthGovernmentsneed to giveenvironmentalissues a greaterpriority than theycurrently doBusinessesneed to be heldaccountable fortheir impact onthe environmentWe need toprotect nature,wildlife and theenvironmentfor the sakeof futuregenerationsBase size: OP viewers (2747), Non-OP viewers (7751)To better understand the impact of the series onviewer attitudes and opinions, and to examinewhether other factors – such as research bias orpre-existing differences -- could have played arole in the research outcomes, WWF also ran anenhanced analysis on the UK survey results. Thisused multi-variate analysis to control for confoundingvariables such as demographic factors, other mediaconsumption, and prior charity giving.After adjusting for key characteristics the effect ofOur Planet persisted – confirming that the impactsobserved are highly evident. Those exposed to OurPlanet still reported significantly higher knowledgeand awareness of environmental issues, and though toa lesser extent, were still significantly more supportiveattitudes and higher efficacy.OUR PLANET: OUR IMPACTWWF also conducted qualitative research with14 viewers across the UK. The participants were a mixof individuals who self-designated as low, medium andhighly engaged individuals in environmental issues.Each was tasked with watching all 8 episodes in3 weeks. They produced video diaries while watching theseries with follow ups 1 week and 6 weeks after viewing.The series prompted nearly all participants to reflect ontheir own behaviors and to expect more accountabilityfrom government and businesses. In addition, fivekey shifts were noted after all 8 episodes of the serieswere watched.KEY BELIEF SHIFTS AFTER WATCHING 8 EPISODESFromTo1Overall plastics and fossil fuelDeforestation competing with plasticsburning focusand fossil fuels as a top concern2Simplistic understanding of climateIncreased awareness and understandingchange and its impactsof the impact of climate change3Ocean concerns focused on plasticsUnsustainable fishing practices becoming4Average 7 out of 10 level of concern forIncreased sense of urgency and need forthe environment – there are issues, butgovernments to act (average 9 out of 10not so bad yetlevel of concern) – we need to act now!Personal action focused on recycling andMore empowered with a betterplastic usage – not very empoweredunderstanding of how they can make5a new ocean concerna difference29

MEASURABLE SHIFT IN BELIEFSOUR PLANET WAS MOST EFFECTIVE ININFORMING AND DRIVING CONVERSATIONMeasuring direct action taken as the result ofengagement with film projects remains challenging.WWF’s quantitative research showed the largestself-reported action taken by viewers was speakingto friends or family about the series. Large numbersof viewers also reported making a change in theirown life, particularly in Colombia and Brazil. Overall,respondents in those two countries reported higherlevels of action than viewers in the UK and US.SELF-REPORTED ACTIONS TAKEN FOR THOSE EXPOSED TO THE SERIES COMPARED TO NOT EXPOSEDLegend70%60%50%40%30%20%10%0%Made a change, ordecided to make achange, in the wayI live to help tackleenvironmental issuesShared on socialmedia some clipsand posts aboutthe seriesShared on socialmedia that I’dwatched the seriesVisited the serieswebsiteWent to a searchengine, suchas Google, andsearched for moreinformation aboutthe series or issuesshown in the seriesEncouragedothers to watchthe seriesSpoke to friendsor family aboutthe seriesBase size: OP viewers UK (705), US (613), Brazil (720), Colombia (709) Degi Peljee/Silverback/NetflixOUR PLANET: OUR IMPACT31

MEASURABLE SHIFT IN BELIEFSHowever, although viewers of t

Our Planet is a global impact project built around the eight-part Netflix original documentary series Our Planet, which was released in April 2019. The series was developed in partnership with WWF and used the sweeping, big budget storytelling approach familiar to fans of shows like Planet Earth and Blue Planet, but carried an explicit

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The planet may be assumed to be isolated in space and to have its mass concentrated at its centre. The planet spins on its axis with angular speed ω, as illustrated in Fig. 1.1. R mass m pole of planet equator of planet Fig. 1.1 A small object of mass m rests on the equator of the planet. The s

Radius of planet, Rp 1.16 0.11R Mass of planet, Mp 1.62 0.55M Density of planet, rp 6.0 2.5 g cm 3 Surface gravity on planet, gp 1170 430 cm s 2 Escape velocity, Vesc 13.0 2.3 km s 1 Equilibrium temperature, Teq assuming Bond albe

The alignments of the Earth, Sun and a planet have special names. We often measure this alignment by the . elongation, the angle between the Sun and planet as viewed from Earth. Earth Sun elongation Planet 1. (2 points each) Draw the Sun, Earth and a planet in the following alignments: Opposition: Sun and planet on . opposite

A BUSINESS RISK 125 trillion - that's the estimated value, every year, of the goods and services nature provides to the global economy (WWF Living Planet Report, 2018). For example, every year, oceans produce goods and services such as seafood worth about 2.5 trillion, bees and other polli-nators contribute at least 235 billion to global

An introduction to literary studies/ Mario Klarer. p. cm. Includes bibliographical references and index. 1. English literature—History and criticism—Theory, etc. 2. American literature—History and criticism— Theory, etc. I. Title. PR21.K5213 1999 820.9–dc21 99–25771 CIP ISBN 0-203-97841-2 Master e-book ISBN ISBN 0-415-21169-7 (hbk)