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Disney, Avatal launch global campaign for protecting oceans, marine life
Disney and Avatar are launching a global campaign of “Keep Our Oceans Amazing” to raise awareness of the challenges facing oceans and marine life. The campaign will support The Nature Conservancy (TNC) and its work to protect 10 of our oceans’ amazing animals and their habitats, connected to the beauty of Pandora.
The campaign was launched in celebration of the theatrical release of the 20th Century Studios film Avatar: The Way of Water on December 16, 2022,
As part of the campaign, fans are invited to participate in celebratory experiences and products.
One of the experiences, called the Virtual Pandoran Ocean, transports fans to the wonders of the reef. Through this unique digital activation, fans can help Disney and Avatar “Keep Our Oceans Amazing” now through December 31, 2022, by creating their very own Avatar-inspired ocean creature at Avatar.com/KeepOurOceansAmazing.
For every creature created in the Virtual Pandoran Ocean, Disney will give $5 to TNC, up to $1 million, to help the organization achieve its goal of protecting 10% of the ocean by 2030.
“The entire planet depends on the health of our ocean to support and sustain it. The ocean produces half the air we breathe, provides livelihoods for billions of people, and is home to more than half of all life on earth,” said Melissa Garvey, Global Director of Ocean Protection at The Nature Conservancy.
“We need to do our part to protect it. That’s why we are thrilled to collaborate with Disney and Avatar on this campaign. Our mission is driven by working together with those who believe we can shape a brighter future where people and nature can thrive together. The film’s important message complements our work, and we look forward to working together to protect the 10 species highlighted in this campaign and creating a healthier ocean for all.”
In Avatar: The Way of Water, audiences will be introduced to a new oceanic Na’vi clan and an array of diverse aquatic creatures, inspiring audiences to connect with the beauty of our oceans right here on Earth. Oceans cover 70% of the planet, shelter an incredible diversity of life, and provide us with food, jobs, and more than half of the oxygen we breathe. Unfortunately, less than 8% of this unique ecosystem is protected.
“Keep Our Oceans Amazing” aims to extend Disney’s longstanding conservation legacy to help protect 10 amazing ocean animals and their habitats. This new initiative will support TNC to protect beluga whales, blue whales, whale sharks, hawksbill sea turtles, manatees, manta rays, parrotfish, staghorn coral, sea lions, and mangroves—coastal habitats that provide important shelter for many marine species.
The specific ocean species that have been selected can be found in waters throughout the world and many of them share qualities with the Pandoran creatures and habitats featured throughout the film. Each animal and plant species is also classified as threatened, vulnerable, or endangered. TNC is working alongside indigenous peoples and local communities to develop multi-faceted solutions to the challenges these species face across the globe, to ensure that both people and wildlife thrive.
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