About

In 2022, Reboot the Future, in collaboration with Earthrise Studio, launched the We Are Antarctica campaign—a transformative initiative designed to reconnect individuals with the planet's most remote continent and inspire collective action rooted in the Golden Rule: treat others and the planet as we would wish to be treated.

Challenge

Antarctica, a land without nations or indigenous peoples, is profoundly affected by human activities. The stability of this fragile ecosystem is crucial for the future of all life on Earth. Yet, its remoteness often renders it an abstract concept for many, leading to a disconnect that hampers conservation efforts. The challenge was to bridge this gap, fostering a sense of personal connection and responsibility toward Antarctica's preservation.

Approach

Embracing the ethos of the Golden Rule, the campaign sought to cultivate empathy and stewardship for Antarctica through:

Film Production: A compelling documentary featuring environmentalist Jack Harries, taking viewers on an immersive journey through Antarctica's landscapes, highlighting its beauty and the pressing challenges it faces. The film has received over 28,000 views on YouTube.
Guided Conversations: Facilitated discussions encouraging participants to reflect on their relationship with nature, promoting mutual respect and understanding. Reboot’s Connection Cards, designed to inspire discussions about our relationship with nature, have been utilised in various settings, fostering deeper connections and reflections on environmental stewardship.
Educational Resources: Comprehensive teaching materials aimed at empowering educators to inspire students about Antarctica's significance and the broader natural world.

Pledges for Action: A platform for individuals to commit to sustainable practices, with collective pledges presented at COP27, amplifying the call for global environmental responsibility.

Impact

The We Are Antarctica campaign successfully:

Enhanced Awareness: Reached a global audience, deepening understanding of Antarctica's critical role in Earth's ecological balance.
Fostered Community Engagement: Thousands participated in conversations and educational programs, building a community dedicated to environmental stewardship.
Influenced Policy Discourse: By presenting collective pledges at COP27, the campaign ensured that the voices advocating for Antarctica were heard on an international stage.

Impact in Numbers

2.7M+ people reached through online campaigns
27,000 film views
6 major events including COP27 and NYC Climate Week
162 film screenings at Outernet
109 schools engaged across 23 countries
3,457 educational resources downloaded

Through this initiative, Reboot the Future exemplified the power of the Golden Rule in action, demonstrating that by fostering empathy and personal connection, individuals are inspired to protect and cherish our shared planet.