Cartoon Network Climate Champions has launched a cross-platform EMEA wide campaign to inform, inspire and empower children and young people around global water issues.
The campaign is in collaboration with Wastebuster, a UK based not-for-profit organisation which is running a new global Water Week initiative to bring science, sustainability and storytelling, together with the entertainment industry.
Cartoon Network Climate Champions will empower kids with the knowledge of how small steps in their daily lives to improve waterways and collectively help accept water-related challenges.
Cartoon Network Climate Champions has specifically curated water-themed challenges, trivia, quizzes and climate content on the campaign website and app, and is sharing these with Wastebuster for its website and educational resource packs with the goal to create a global, world class STEAM education programme in schools.
Highlighting content created by the entertainment industry, broadcasters, NGOs and academics including films, documentaries, clips, shorts and music alongside engaging scientific presentations, papers, tools and studies, Wastebuster will use Cartoon Network Climate Champions water content to help engage kids in the solutions that can be undertaken to conserve water, and tackle water-related climate issues.
The dedicated water-themed challenges on the microsite and app include The Great Shower Race (which encourages reducing shower times to five minutes to save water); Be Drain Safe (encouraging kids not to dispose oils, food and wet wipes down drains and use compost or bins instead); plus Beach Clean, Clean Your Local Environment and Waterways Wonders (which encourage families to help clean up their local waterways.
The Climate Champions water initiative will also be integrated into Cartoon Network Game On on Roblox, ensuring that messaging about tackling climate change reaches kids during their playtime.
The game will add new Climate Champions water themed in-game missions such as Rain Catcher (where players can help Craig place rain collectors around the park), Bottle Hero (where players can help Robin pass out reusable water bottles) and Cap Collector (where players can help Darwin collect bottle caps).
“Water, often taken for granted, is one of our most precious elements yet we don’t always appreciate its significance,” commented Monika Oomen, Warner Bros. Discovery vp brand, comms and digital strategy. “We want to use Cartoon Network’s Climate Champions to raise awareness and inspire kids to cherish every drop. Kids are the key to safeguarding the planet and we want to use our channels to motivate and ultimately enable kids to act.
“Our partnership with Wastebuster during Water Week aims to empower young change-makers, through practical guidance, and equip kids with the tools to protect our planet. This collaboration with Wastebuster elevates our campaign because it is a fusion of storytelling and climate education. By weaving narratives, we inspire the next generation to care for our world.”
Katy Newnham, founder and director at Wastebuster, continued: “We believe in the power of entertainment for social change. The partnership demonstrates a collaborative new way of delivering education for sustainable development, in support of the United Nations Water Action Decade.
“We look forward to working together with Cartoon Network’s Climate Champions to create positive change worldwide and support the United Nations Sustainable Development Goals, while giving children a fun, exciting, and engaging experience with their favourite characters.”
On-Air promos on Cartoon Network will help support the Climate Champions water initiative during June and celebrate the planet, while showcasing water in all shapes and forms. On social media, Cartoon Network has created water related videos, climate content clips and compilations that feature water, on TikTok and YouTube, that are fun and encourage kids to accept water related challenges.
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