Quantcast
Environmental News for a Healthier Planet and Life

Help Support EcoWatch

Remembering Mandela for Climate Action

Climate
Remembering Mandela for Climate Action

It’s hard to believe that the world has been without Nelson Mandela for more than a year. We remember him for his leadership, his wisdom and his ability to bring people together. His legacy inspires me to help advance the global movement for climate action.

Sales from Madiba Tribute Album will be divided between Mandela's Children's Fund and APE's Climate Change Disaster Relief Programs.

After he left office in 1999, Nelson Mandela—or Madiba to all who knew him—founded a group called The Elders. The prestigious group, including former U.S. President Jimmy Carter and former UN Secretary General Kofi Annan, sought to create human rights-oriented solutions to complex, global problems. Among other issues, The Elders focused on tackling climate change, with a specific eye on those most affected by its impacts.

Connect4Climate is honored to salute the leadership of Nelson Mandela with a tribute we hope would have made him proud. Along with his fellow Nobel Peace Prize winners, who have gathered in Rome this week for the 14th Annual World Summit of the Nobel Peace Laureates, we are announcing the Madiba Tribute Album to mark the occasion of his passing.

This great new collection of music features African musicians adding their own flair to well-known hits in exclusive remixes. (The album is being released at the beginning of the year, but here’s a snippet of what to expect). Though, you may wonder how can music help confront climate change?

Well, the album is a project lead by Artists Project Earth (APE), and this isn't APE's first go at this kind of collection, nor at this kind of mission. APE has released five other albums with hits from bands such as U2, Coldplay, Eminem, Bob Dylan, Beyonce and The Rolling Stones, and remixed them with vocals from artists from countries that suffer the most from climate change.

This is exactly why Connect4Climate partnered with the group that directs all its records’ profits to specific, grassroots organizations that are doing their best to reverse climate change effects. With music we aim to motivate the Millennials to take on this generation’s climate challenge. Music can inspire, can connect on an emotional level that climate science and data may never reach.

The albums have sold more than 1.5 million copies, and helped more than 330 projects, including Japanese tsunami victims, wetland conservation efforts in Uganda, coral reef restoration, and reforestation plans in Africa, Mexico and Honduras. Sales from Madiba Tribute Album will be divided between Mandela's Children's Fund and APE's Climate Change Disaster Relief Programs.

We first got to know APE through T-S-1, a rap group from Kibera in Nairobi, Kenya, who won our video competition for the 2011 Climate Change Conference in Durban. After their success, APE’s founder, Kenny Young, persuaded T-S-1 to do a rendition of a song by American rap star Eminem.

American music producer/songwriter Kenny Young has long been familiar with a range of musical talent. He wrote top 10 hits in the 1960s and 1970s for artists that range from Herman's Hermits, to Quincy Jones, to Nancy Sinatra—including his most famous tune, "Under the Boardwalk." His first foray with Rhythms Del Mundo came after the Indian Ocean tsunami hit in 2004 and devastated communities in Thailand. He is simply a huge believer in acting on climate change and puts his money where his heart is. APE is his brainchild.

Combine big-name artists with the talents of global musicians, connect with the youth around the world, and earmark the money for helping those who suffer the most. Nelson Mandela may be gone, but his vision for tackling large global puzzles can still inspire creative solutions today.

YOU MIGHT ALSO LIKE

Thousands March in Lima Demanding Climate Action

Viral Video Asks: Why I Think This World Should End

Mark Ruffalo: 11-Year-Old Demands Climate Action With Vow of Silence Pledge

Fish exposed to endocrine-disrupting compounds, like this inland silverside fish, can pass on health problems to future generations. Bill Stagnaro / Wikimedia Commons / CC by 3.0

By Brian Bienkowski

Fish exposed to endocrine-disrupting compounds pass on health problems to future generations, including deformities, reduced survival, and reproductive problems, according to a new study.

Read More Show Less

EcoWatch Daily Newsletter

New Zealand Prime Minister Jacinda Ardern declares victory during the Labor Party Election Night Function at Auckland Town Hall on Oct. 17, 2020 in Auckland, New Zealand. Hannah Peters / Getty Images

Jacinda Ardern, the New Zealand Prime Minister who has emerged as a leader on the climate crisis and the coronavirus pandemic, has won a second term in office.

Read More Show Less

Trending

Poor eating habits, lack of exercise, genetics, and a bunch of other things are known to be behind excessive weight gain. But, did you know that how much sleep you get each night can also determine how much weight you gain or lose?

Read More Show Less
A woman holds a handful of vitamin C. VO IMAGES / Getty Images

By Laura Beil

Consumers have long turned to vitamins and herbs to try to protect themselves from disease. This pandemic is no different — especially with headlines that scream "This supplement could save you from coronavirus."

Read More Show Less
Prince William, Duke of Cambridge, Catherine, Duchess of Cambridge and Sir David Attenborough look at a piece of ice core from the Antarctic during a naming ceremony for the polar research ship the RSS Sir David Attenborough on Sept. 26, 2019 in Birkenhead, England. Asadour Guzelian - WPA Pool / Getty Images

By Elliot Douglas

In early October, Britain's Prince William teamed up with conservationist David Attenborough to launch the Earthshot Prize, a new award for environmentalist innovation. The Earthshot brands itself the "most prestigious global environment prize in history."

The world-famous wildlife broadcaster and his royal sidekick appear to have played an active role in the prize's inception, and media coverage has focused largely on them as the faces of the campaign.

But the pair are only the frontmen of a much larger movement which has been in development for several years. In addition to a panel of experts who will decide on the winners, the prize's formation took advice from the World Wildlife Fund, Greenpeace and the Jack Ma Foundation.

With more and more global attention on the climate crisis, celebrity endorsement of environmental causes has become more common. But why do environmental causes recruit famous faces for their campaigns? And what difference can it make?

'Count Me In'

"We need celebrities to reach those people who we cannot reach ourselves," says Sarah Marchildon from the United Nations Climate Change secretariat (UNFCCC) in Bonn, Germany.

Marchildon is a proponent of the use of celebrities to raise awareness of environmental causes. In addition to promoting a selection of climate ambassadors who represent the UN on sustainability issues, Marchildon's team has produced videos with well-known narrators from the entertainment world: among them, Morgan Freeman and Mark Ruffalo.

"We choose celebrities who have a lifestyle where they are already talking about these issues," Marchildon explains.

"Sometimes they reach out to us themselves, as David Attenborough did recently. And then they can promote the videos on their own social channels which reach more people than we do — for example, if they have 20 million followers and we have 750,000."

Environmental groups focused on their own domestic markets are also taking this approach. One Germany-based organization that uses celebrities in campaigns is the German Zero NGO. Set up in 2019, it advocates for a climate-neutral Germany by 2035.

German Zero produced a video in March 2020 introducing the campaign with "66 celebrities" that supported the campaign, among them Deutschland 83 actor Jonas Nay and former professional footballer Andre Schürrle. They solicit support as well as financial contributions from viewers.

"Count me in," they say, pointing toward the camera. "You too?"

"We are incredibly grateful for the VIPs in our videos," says German Zero spokeswoman Eva-Maria McCormack.

Assessing Success Is Complex

But quantifying the effectiveness of celebrity endorsement of campaigns is not a straightforward process.

"In order to measure effectiveness, first of all you need to define what is meant by success," says Alegria Olmedo, a researcher at the Zoology Department at the University of Oxford.

Olmedo is the author of a study looking at a range of campaigns concerning pangolin consumption, fronted by local and Western celebrities, in Vietnam and China. But she says her biggest stumbling block was knowing how to measure a campaign's success.

"You need a clear theory of change," explains Olmedo. "Have the celebrities actually helped in achieving the campaign's goals? And how do you quantify these goals? Maybe it is increased donations or higher engagement with a cause."

A popular campaign in China in recent years saw famous chefs Zhao Danian and Shu Yi pledge to abstain from cooking endangered wildlife. While the pledge achieved widespread recognition, both Olmedo and Marchildon say it's difficult to know whether it made any difference to people's actions.

"In life we see a thousand messages every day, and it is very hard to pinpoint whether one campaign has actually made a difference in people's behavior," she explains.

Awareness Is Not Enough

Many campaigns that feature celebrities focus on raising awareness rather than on concrete action — which, for researcher Olmedo, raises a further problem in identifying effectiveness.

"Reach should never be a success outcome," she says. "Many campaigns say they reached a certain number of people on social media. But there has been a lot of research that shows that simply giving people information does not mean they are actually going to remember it or act upon it."

But anecdotal evidence from campaigns may suggest reach can make an active difference.

"Our VIP video is by far the most watched on our social media channels," McCormack from German Zero says. "People respond to it very directly. A lot of volunteers of all ages heard about us through that video."

However, some marketing studies have shown that celebrity endorsement of a cause or product can distract from the issue itself, as people only remember the person, not the content of what they were saying.

Choosing the Right Celebrity

Celebrity choice is also very important. Campaigns that use famous faces are often aiming to appeal to members of the public who do not necessarily follow green issues.

For certain campaigns with clear target audiences, choosing a climate scientist or well-known environmentalist rather than a celebrity could be more appealing — Attenborough is a classic example. For others, images and videos involving cute animals may be more likely to get a message heard than attaching a famous face.

"We choose celebrities who have a lifestyle where they are already talking about these issues," says Marchildon from the UN. "You need figures with credibility."

McCormack cites the example of Katharine Hayhoe, an environmental scientist who is also an evangelical Christian. In the southern United States, Hayhoe has become a celebrity in her own right, appealing to an audience that might not normally be interested in the messages of climate scientists.

But as soon as you get a celebrity involved, campaigns also put themselves at risk of the whims of that celebrity. Prince William and younger members of the royal family have come under fire in recent years for alleged hypocrisy for their backing of environmental campaigns while simultaneously using private jets to fly around the world.

But Does It Really Work?

While environmental campaigns hope that endorsement from well-known figures can boost a campaign, there is little research to back this up.

"The biggest finding [from my study] was that we were unable to produce any evidence that shows that celebrity endorsement of environmental causes makes any difference," says Olmedo.

This will come as a blow to many campaigns that have invested time and effort into relationships with celebrity ambassadors. But for many, the personal message that many celebrities offer in videos like that produced by German Zero and campaigns like the Earthshot Prize are what counts.

The research may not prove this conclusively — but if the public believes a person they respect deeply personally cares about an important issue, they are perhaps more likely to care too.

"I personally believe in the power this can have," says Marchildon. "And if having a celebrity involved can get a single 16-year-old future leader thinking about environmentalist issues — that is enough."

Reposted with permission from DW.

Support Ecowatch