Cinematic & Sporting celebrities join UNDP video on sustainable development

United Nations Development Programme (UNDP) launched a series of video spots focussing on “The Future We Want” which uses voices of Spanish actor Antonio Banderas, French actor Lambert Wilson, Brazilian football star Marta Vieira da Silva and Italian actress Laura Morante, to explain what sustainable development is to mainstream audiences.

The public service announcement will be part of the “Future We Want” campaign of the United Nations ahead of the Conference on Sustainable Development, or ‘Rio+20,’ to be held in Brazil on 20-22 June 2012.

The video aims at explaining the foundation of sustainable development planning, i.e., each policy and investment decision must take into equal consideration its economic, social and environmental impacts.

"Sustainable development is about people. It is about creating jobs and improving lives while respecting the environment. Eradicating poverty, preventing conflicts, empowering women and girls, and building responsible governing institutions are critical components", says Banderas to illustrate the importance of an event which represents a historic opportunity to define pathways to a safer, more equitable, cleaner, greener and more prosperous world for all.

It has become common practice that government and private sector decision making mainly takes into account the economic gains of any policy or investment, which often leads to the neglect of the poor and overexploitation of the environment.

“For me, achieving sustainable development is not about trading economic, social, and environmental objectives off against each other,” said Helen Clark, UNDP Administrator. “It is about seeing them as interconnected objectives which are best pursued together.”

It has been a challenge for many political leaders, activists, researchers and spokespeople to explain what sustainable development stands for. The new spot attempts to portray the topic in a way that everybody can understand.

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