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In October 2019, Pearl & Dean launched a sustainability initiative, Protecting the Planet. The initiative was designed to extend environmental awareness outside of Pearl & Dean’s office space, where several process and policies have already been implemented to reduce the carbon footprint generated by the business.
Protecting the Planet provides brands with an incentivised opportunity to showcase their sustainability efforts. Through engaging with the initiative, brands are also encouraged to consider their own efforts in tackling climate change. In some cases, Protecting the Planet could act as a catalyst for brands who do not have sustainability initiatives to reconsider their position.
Pearl & Dean’s team actively engage with media agencies about Protecting the Planet, and the 2-minute pre-reel spot provides a space for brands to showcase their long-format sustainability credentials to a highly engaged audience. In fact, frequent cinemagoers are proven to be committed to making changes to their personal life to benefit the environment.
Several brands have shown strong interest in Protecting the Planet. Due to the current situation with COVID-19 and the difficulties Cinema has faced in this year, the first Protecting the Planet Campaign has been postponed to Q4 of 2020.
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