29 May 2012
Source: Guardian.co.uk
Sky Rainforest Rescue is campaigning and fundraising to preserve 3m hectares of Brazilian rainforest – an area the size of Belgium.
A three-year partnership between Sky, the World Wildlife Fund and local government in this threatened region began in October 2009 and aims to stop 1bn trees being destroyed.
Sky and WWF are collaborating with the Acre state government in Brazil to reduce deforestation both by fund raising and by helping local people identify markets for forest products and securing a fair price for their goods.
The campaign has ten partnership objectives including a target to raise £2m by October 2012 – a sum that Sky will match – and voluntary land certification for small-scale producers, who receive incentives for managing their land sustainably.
The partnership is funding 37 rubber-tapping units so tappers can produce and sell sheets of rubber for a greater profit.
It is backing local government initiatives, such as monitoring deforestation, and SISA (System of Incentives for Environmental Services), a law recognising the environmental services provided by the rainforest that make it worth more alive than dead.
Sky has raised funds through its 'adopt a jaguar' campaign, supported by direct response advertising. It has also commissioned supporting programming including Ross Kemp: Battle for the Amazon and Rooftop Rainforest.
Source: Guardian.co.uk
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| Sky has raised funds for sustainability initiatives through its 'adopt a jaguar' campaign. Photograph: Staffan Widstrand/Sky |
A three-year partnership between Sky, the World Wildlife Fund and local government in this threatened region began in October 2009 and aims to stop 1bn trees being destroyed.
Sky and WWF are collaborating with the Acre state government in Brazil to reduce deforestation both by fund raising and by helping local people identify markets for forest products and securing a fair price for their goods.
The campaign has ten partnership objectives including a target to raise £2m by October 2012 – a sum that Sky will match – and voluntary land certification for small-scale producers, who receive incentives for managing their land sustainably.
The partnership is funding 37 rubber-tapping units so tappers can produce and sell sheets of rubber for a greater profit.
It is backing local government initiatives, such as monitoring deforestation, and SISA (System of Incentives for Environmental Services), a law recognising the environmental services provided by the rainforest that make it worth more alive than dead.
Sky has raised funds through its 'adopt a jaguar' campaign, supported by direct response advertising. It has also commissioned supporting programming including Ross Kemp: Battle for the Amazon and Rooftop Rainforest.
