Thanks “Emenem” for the PR in three languages, even though I only speak one. And thanks for attaching it as a word doc too. If I was a really lazy journalist, I’d just open that baby up, copy, paste, and change a few words. I love how keyword rich this PR is, btw…

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from: Marshall Maher <m.maher@conservation.org>
date: Tue, May 20, 2008 at 12:12 PM
subject: Harrison Ford Stars In CI’s New Global Climate Change Campaign

Version en  espanol, francais et portugues suit la version en anglais [sic: I deleted those versions]

Harrison Ford, Guyana President Jagdeo and Conservation International Call For Forest Protection to Fight Climate Change

New York (May 20, 2008) - Few people realize that burning and clearing tropical of forests emits at least 20 percent of total greenhouse gases that cause climate change - more than all the world’s cars, trucks and airplanes combined.

Conservation International (www.conservation.org) and its partners want to change that.

President Bharrat Jagdeo of Guyana and leaders of Conservation International (CI) launched a new global campaign entitled “Lost There, Felt Here” that focuses on the vital role of healthy tropical forests in stabilizing our climate. The central message of the campaign - which includes a video featuring Harrison Ford - is that destroying tropical forests anywhere hurts people everywhere. The pristine forests that are home to half the species on Earth also combat climate change and provide essential resources to the people who live in and around them.

“Every year, tropical forest equal to an area the size of England disappears. That’s a jungle the size of Manhattan lost every four hours,” Ford said. “Saving forests is more than helping wildlife survive. It combats climate change, and allows people to continue getting the fresh water and food and medicines they need from healthy forest ecosystems.”

“Conserving forests is one of the quickest and most cost-effective ways to combat climate change and help people adapt to the impacts of a warming planet,” said Peter Seligmann, CI chairman and CEO. “Tropical deforestation emits at least 20 percent of total greenhouse gas emissions, but currently attracts less than 1 percent of investments in the global carbon market created by the Kyoto Protocol. We need to ensure that these investments are proportionate to the magnitude of the problem.”

In Guyana, a South American nation that retains up to 80 percent of its original Amazon forest cover, President Jagdeo is working with CI and other international and local partners on creating incentives to conserve the irreplaceable habitat. He has offered to place the nation’s forest under a strict regime that pays Guyana for the carbon dioxide stored in the trees and other biomass. Currently, the Kyoto Protocol fails to recognize forest protection actions such as Guyana’s as valid carbon credits, but U.N. negotiators are now considering an expanded market to include forest conservation.

“We must create incentives to reward the conservation of existing forest and support our communities with new economic development alternatives for the 21st century,” said President Jagdeo. “This will compensate countries like Guyana that have protected their forests for decades, and prevent the migration of deforestation to countries where it historically has not taken place.”

“These irreplaceable forests are under threat from increasing demand from a resource-hungry world,” said CI President Russell A. Mittermeier. “The fact that the carbon market is finally beginning to look at the critical importance of forest carbon provides a unique new opportunity to compensate tropical countries for protecting these forests at a scale far beyond anything that has been done to date and in a way that is truly sustainable both ecologically and economically. Guyana’s enlightened approach to this issue could serve as a model for many other forest-rich countries around the world.”

“Conservation of tropical forests is an immediate tool to battle climate change by reducing emissions. It is also one of the most cost-effective steps we can take and one that provides lasting benefits to poor people in developing countries.  But we have to act now.  These forests won’t last with growing economic pressures to clear these areas to generate income,” said Glenn Prickett, CI Climate Change Team leader, senior vice president and executive director for the Center for Environmental Leadership in Business.

The “Lost There, Felt Here” campaign calls for harnessing “nature’s technology” - the healthy ecosystems that regulate the climate and sustain life on Earth.  At the same time, it is important to end fossil fuel dependence by creating new man-made technologies.  While that may take decades, reducing greenhouse gas emissions from deforestation can take place right away.

The campaign, created by BBDO New York, one of the top ten most awarded agencies in the world, is a TotalWork project which includes press, digital, outdoor, collateral materials and film.  The centerpiece is a 30-second video featuring Ford that is directed by Academy Award winner Janusz Kaminski, with music by Pearl Jam. It shows Ford having his chest hair removed as a provocative metaphor for the “Lost There, Felt Here” theme.  ”The goal is to raise awareness of the cost and harm to all of us from destroying some of the richest tropical forests in the world,” said Bill Bruce, Chairman and Chief Creative Officer, BBDO New York.  ”It is intended to shake people up and get them to take action.”

Print ads, radio and online spots in several languages will follow as the campaign rolls out worldwide.

The campaign also provides an opportunity for individuals to take immediate action by protecting an acre and supporting urgent conservation programs to protect tropical forests worldwide. To learn more, visit:  www.conservation.org  Click here to see the 30 second video: http://www.conservation.org/psa

Atmosphere BBDO handled the online portion of the campaign; media is being coordinated by PHD.  All are part of Omnicom Group, Inc (www.omnicomgroup.com).

JOURNALISTS: For materials to supplement this story, please visit ftp.bbdo.com. The user name is “CI” and the password is “CI.”  There you will find photos, video, bios, and reports outlining the campaign.

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Contacts:
Lisa Bowen, CI (703) 341-2601 office; (202) 746-7452 mobile l.bowen@conservation.org
Marshall Maher, CI (703) 341-2623 office; (202) 262-3369 mobile m.maher@conservation.org
Tom Cohen, CI (703) 341-2729 office; (202) 257-9954 mobile t.cohen@conservation.org

Conservation International (CI) applies innovations in science, economics, policy and community participation to protect the Earth’s richest regions of plant and animal diversity and demonstrate that human societies can live harmoniously with nature. Founded in 1987, CI works in more than 40 countries on four continents to help people find economic alternatives without harming their natural environments. For more information about CI, visit www.conservation.org.