Mother Nature Speaks and Millions are Listening

10/17/2014

Momentum Builds and Spreads for Provocative New Environmental Awareness Campaign from Conservation International

Arlington, Va. (October 17, 2014) — The question was simple:  If nature spoke, would humans listen?  The answer is a resounding, worldwide yes.  Two weeks after it was launched, the provocative new environmental awareness campaign from Conservation International (CI), Nature Is Speaking, is a sensation—online and offline.  

Within minutes of a sneak peek of the campaign at the Social Good Summit in New York, the #NatureIsSpeaking hashtag was a trending topic on Twitter.  Sir Richard Branson, entrepreneur and environmentalist, tweeted about the campaign three times to his more than 4.5 million followers on Twitter.  Other notables, from Michael Dell to MC Hammer and Pearl Jam, followed suit praising the Nature is Speaking campaign and urging their followers to join in the conversation after its premiere at SXSW Eco in Austin, Texas, October 6.

Mama Jan Smith, the legendary vocal coach for the likes of Usher, Justin Bieber, Rob Thomas, The Band Perry and Ciara tweeted to her 437,000 followers on Twitter:  "Mother Nature speaks…Mama J listens.  Without nature, this is no life.  Without life, this is no music. natureisspeaking.org." 

The Nature Is Speaking campaign is a series of short films voiced by some of the biggest names in Hollywood including Penélope Cruz, Harrison Ford, Edward Norton, Robert Redford, Julia Roberts, Ian Somerhalder and Kevin Spacey.  Conservation International worked with the Audience Behavior Lab (ABL), a division of TBWA\Media Arts Lab, to create the film series under the creative direction of TBWA\MAL Chairman, Lee Clow. 

Binge watchers also took to YouTube in force.  The first six films have been viewed more than 500,000 times. Another 550,000 people took action, including signing the campaign's pledge, tweeting, commenting, sharing and liking the campaign's films. In total, the campaign has generated more than 165 million organic impressions. 

"Nature Is Speaking was specifically designed to serve as a wake-up call, sparking a new conversation about nature's essential role in our lives and how we must shift our values and behaviors," said Conservation International's Chief Marketing Officer, Meg Galloway Goldthwaite. "With more films still in development, we are thrilled that our campaign activities have already engaged millions and that our message 'people need nature' trended on Twitter in the U.S."

The films, along with behind the scenes footage by some of the actors, are available to view and embed from www.natureisspeaking.org. The campaign will continue to spotlight films and release new ones in the coming weeks.

Viewers can join the discussion by using #NatureIsSpeaking and the films' Twitter handles.  HP will give $1 to Conservation International (up to $1 million)  to support its international conservation work, for every use of the hashtag #NatureIsSpeaking on Twitter, Facebook, Instagram, G+, Vine, LinkedIn, YouTube or Tumblr. Visit www.natureisspeaking.org for details. 
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Nature Is Speaking Newsroom contains available content and contacts for media (*Please Provide Image Credits*):

http://www.conservation.org/NatureIsSpeaking-Newsroom

About Conservation International (CI)

Since 1987, Conservation International has been working to improve human well-being through the care of nature. With the guiding principle that nature doesn't need people, but people need nature for food, water, health and livelihoods—CI works with more than 1,000 partners around the world to ensure a healthy, more prosperous planet that supports the well-being of people. Learn more about CI and the Nature Is Speaking campaign, and follow CI's work on Facebook, Twitter and YouTube.

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