The Rainforest Alliance and Filmmaker Max Joseph Ignite Climate Action

Dec. 19, 2023

Iinternational non-profit, the Rainforest Alliance, announced its collaboration with American filmmaker Max Joseph, marking the launch of its "Pessimism is Out. We’re All In!" film and brand campaign. The campaign aims to inspire a worldwide movement, encouraging individuals to not give up and take meaningful action in the urgent battle against climate change. The campaign launch comes just ahead of the 2023 UN Climate Change Conference (COP28), where global leaders will unite to accelerate efforts to combat the climate crisis and promote a sustainable future.

New research, commissioned by the Rainforest Alliance and conducted by Ipsos in five countries the United States, United Kingdom, Netherlands, Germany, and Brazil reveals that 76% of participants surveyed are concerned about climate change. 70% believe they can personally make a positive difference by taking action to tackle climate change, while 25% express skepticism about their ability to do so. The study highlights that climate action is contagious, with 56% of respondents feeling encouraged to help tackle climate change by people around them taking positive action and 47% agreeing that they would take more action if they knew everyone was doing the same. Encouragingly, 58% have confidence in our collective ability to come up with solutions to tackle climate change if we all work together.

 Pessimism is out. We’re All In!

The Rainforest Alliance's "Pessimism is out. We’re All In!" campaign underscores the importance of optimism and the power of collective action in the fight against climate change. In the accompanying short, light-hearted film, a climate hero embodies optimism, standing resolutely against the voice of a climate skeptic and providing an inspirational role model for all. The film features a cameo appearance of TikTok's #1 news content creator NewsDaddy (Dylan Page). It was directed by American filmmaker Max Joseph, who is known not only as a director but also for his notable role in the hit MTV-series “Catfish”.

Max Joseph said:

"Collaborating with the Rainforest Alliance on this campaign allowed me to confront my own challenges in combatting climate change — particularly overcoming my inner cynicism, which is probably one of the biggest universal impediments to everyone doing their part, aside from legislation and geopolitics. When a piece of media can connect with people's inner struggles and offer them a path through it, it not only spreads but also empowers, and that, to me, is the highest form of content."

 

A varied network of global influencers, including Hollywood actress Alicia Silverstone, model, climate activist and founder of DIRT Charity, Arizona Muse, artist Sarah Nilson (Just Froget About It), climate activist Pattie Gonia, photographer Mitchell Burns and campaigner Isaias Hernandez (Queer Brown Vegan), are supporting the campaign and joining the alliance, in an intentional move to make the Rainforest Alliance's mission resonate with diverse and engaged communities.

Urgent need for climate action

The campaign comes at a crucial moment as recent studies have shown that half of the Earth's forests has been lost over the last century, with agriculture contributing to approximately 75% of deforestation. The rapid destruction of these natural environments, which play a pivotal role in absorbing carbon, is worsening the climate crisis, particularly in rural areas where about 80% of those already living in extreme poverty reside.

Individuals can be agents for change 

Marco Maggiorotto, Director of Brand Marketing at the Rainforest Alliance underscores the vital roles of governments and companies in addressing climate change.

He asserted:

"Despite the critical voice in our heads and what we are sometimes led to believe, individuals hold the power to help drive change in the world."

 

For over 35 years, the Rainforest Alliance has united farm and forest communities, companies, governments, civil society, and millions of individuals, to protect forests, and biodiversity, address climate change, and improve rural livelihoods.

Maggiorotto added: 

"Our 'Pessimism is out. We're All in!' Campaign and landing page champions everyday actions that can have a positive impact on our planet. From reducing energy consumption and lifting our voices to inspire others, to consciously choosing products with more sustainably sourced ingredients, like those carrying the Rainforest Alliance seal. We don't have to do it perfectly. Every action counts."