As the 78th United Nations General Assembly gets underway in New York, media companies and their role in advancing the Sustainable Development Goals (SDGs) are in the spotlight.
Adopted by all UN member states in 2015, the SDGs are a universal call to action to end poverty, protect the planet and create a fairer society by 2030. With new global conflicts, the rise of mis- and disinformation and the intensifying climate crisis, urgent action is needed, and the media has a part to play. In 2018, the UN founded the SDG Media Compact to create a strong partnership with the industry to advance these crucial goals.
Maintaining SDG momentum
Attracting multi-generational audiences across the world, the media and entertainment industry has the power to shape the public’s perception of global issues. It is also at the forefront of the information integrity crisis.
With just over seven years left to achieve the SDGs, and faced with rising media fatigue and disinformation, the industry is getting creative in the fight to sustain SDG momentum. Many companies have found innovative ways to promote sustainable development.
Using lyrics from Stromae to Marvin Gaye, the 17 chansons pour changer le monde (17 songs to change the world) podcast produced by French-speaking radio channel N Group discusses each of the 17 SDGs.
Belgium and the world’s blue friends, The Smurfs, are also using their fame for good, for example teaming up with the European Union and the UN to launch the 2023 EU Beach Clean-up campaign.
A changing industry
The media industry’s sustainable revolution is not limited to promoting the SDGs. From production companies and TV channels to new agencies and international entertainment brands, many European businesses are undergoing a transformation to become more sustainable and inclusive.
Based in Belgium, the Association of Commercial Television and VOD Services in Europe (ACT) is a leader in the fight for information integrity. ACT has worked with private and public service broadcasters, academics and NGOs to develop and provide potential regulatory solutions to the spread of disinformation.
In 2022, ACT was recognised for its work on information integrity at the MIPTV SDG Awards in Cannes. The award recognises media companies for their contribution towards the SDGs and is the fruit of collaboration between the UN and MIPTV, part of RX France and a member of the SDG Media Compact.
Speaking on the sidelines of the UN General Assembly in New York, Lucy Smith, Director of MIPCOM CANNES and MIPTV announced an open call for entries for the 2024 MIP SDG Award.
“We are looking for media companies who are committed and who are driving engagement to achieve the SDGs,” she told a panel at the SDG Media Zone.
Democratising storytelling content
This year’s MIPTV SDG Award winner, Silverback, is also revolutionising its respective field.
The British production company announced on the sidelines of the General Assembly that it is launching ‘Open Planet’, an open-source platform of environmental footage, along with data visualisations and scientific references, which will be made freely available to content creators all over the world.
Colin Butfield, Director of Studio Silverback and Open Planet, said it was about democratising storytelling:
“The only way we are really going to be able to change the human story is for every human, in every language, to tell their story, in their reality, to their audiences whenever they want to,” he told the SDG Media Zone panel. An early version of the site has already been made available, with 3500 clips at users’ disposal.
Silverback is not the only UK company making waves in the industry. Following a ban on single-use plastics in 2020 and the installation of on-site renewable energy, Sky is now developing the most eco-friendly production hub in the world at Sky Studios Elstree.
Working together towards a common goal
United by a common objective, these companies all form part of the ever-growing UN SDG Media Compact. In the last few months, the global network composed of about 500 members already has welcomed Greece Athens-Macedonian News Agency, Silverback and its first Spanish members, A Punt and RTVE.
In June, Compact signatories in Europe and the Americas participated in the first-ever regional dialogue where they shared past experiences and up-coming projects. The organisations also discussed Compact membership benefits including premium access to UN information and branding and improved industry network opportunities.
The dialogue moderator and UNRIC Deputy Director, Caroline Petit, congratulated members for their efforts and encouraged them to continue integrating the SDGs into company policy. “By working together and sharing best practices, we can create a sustainable revolution in the media industry,” she told participants.
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