Sky and WWF extend Sky Rainforest Rescue partnership until 2015

[NewsreadeR]

Sky, WWF and the Acre State Government today announced a three-year extension to their successful partnership, Sky Rainforest Rescue. The project will continue with the aim to help save a billion trees in the Brazilian Amazon by promoting sustainable alternatives to deforestation that improve local livelihoods whilst also safeguarding the forest.

Building on progress already achieved on the ground in Acre, phase two of Sky Rainforest Rescue will focus on encouraging the emergence of locally led small-scale micro-industries including sustainable rubber production and fish management. The project will create links for the local people producing these valuable forest products to new markets whilst also supporting ongoing efforts around environmental education and land certification schemes.

Jeremy Darroch, Sky’s Chief Executive, said: "Sky Rainforest Rescue was created in the knowledge that tropical deforestation is one the most pressing environmental concerns of our times. It’s also something we know our customers care about and where we can make a positive difference so we’re delighted to be extending our partnership with WWF. We aim to make a real and lasting contribution to this critical environmental issue, not only through efforts on the ground in Brazil but also by using our position as a broadcaster and media company to drive greater awareness at home."

David Nussbaum, Chief Executive, WWF-UK, said: "Sky Rainforest Rescue is already widely regarded as a great example of how effective such partnerships between charities and business can be in defining new models for sustainable conservation. With Rio+20 looming and increasing recognition that radical new models are needed to save our most precious ecosystems, we believe the lessons learned in Acre can be applied across other vulnerable forest regions through mechanisms like REDD+."

Sky and WWF plan to establish 30 more processing units for sustainable rubber, recognising the processed material’s potential to offer increased revenue for local rubber-tappers. There are also plans to expand sustainable fishing of pirarucu from current levels to 75 lakes, 1,500 local families and 190 tonnes of fish per annum, whilst also strengthening the supply chain for lucrative super-food acai berries.

Sky will also aim to further raise awareness of the issue of deforestation amongst domestic audiences, through continuing with specially commissioned TV programming, TV promotions and marketing over the coming three years. Programming examples include the first episode of the recently aired Kingdom of Plants, part of a series written and presented by David Attenborough filmed in Kew Gardens for Sky 3D and being simulcast on Sky Atlantic HD. More specially commissioned programming is planned for later this summer.

Fundraising will continue with a target to raise a further £2 million with Sky matching every donation pound for pound. For more information on Sky Rainforest Rescue, please visit: Sky Rainforest Rescue - Protecting the Amazon Rainforest

[deadman1984]

glad you didnt mix it up with wwe lol joke

[NewsreadeR]

glad you didnt mix it up with wwe lol joke

[deadman1984]

never mind lol