Sky Rainforest Rescue - Protecting the Amazon Rainforest from Deforestation
Sky is working with WWF aiming to raise awareness through this programme. It's also commited to raise funds by hiring out the rooftop rainforest for corporate events - both to raise awareness and to gain donations. According to the website, for every pound raised, Sky is match-funding. They are already on their way to the target of £2,000,000from public & corporate sponsors and donations which they will match fund, creating a total of £4,000,000 for the Rainforest Rescue charity.
The rainforest on top of the roof will actually raise real money for a real cause.
They want a lot of people to tune in to the programme so that more people are become aware of the issues and more people donate money - because the average person in the UK couldn't give two hoots about the rainforest in some far flung part of the World. They already made shows which are more serious and preachy about this issue but, frankly, hardly anyone watched them so kind of defeats the object! No-one wants a message rammed down their throats - they just 'switch off' (literally and figuratively).
The TV show has a more subtle way of getting the message across than ramming it down people's throats - hopefully driving people to find our more about the issue and the charity (there's only so much that's allowed by the UK TV regulators you can say about one single charity in a TV show, especially when the broadcaster is behind that charity). But the vistiors to the rainforest on the roof have a much more visceral experience and the meesage is hammered home a lot more when they are there in teh flesh. Of course, there's only a certain number who can visit this temp exhibit, but many more who will hopefully watch the TV programme - so those two things together will make a real difference.
I think it's admirable what they've done. You wouldn't expect it of Sky TV and it's not the sort of thing you'd expect Sky viewers to watch, so anything that makes it more entertaining will help draw the biggest number of people to it. I'm sure you guys are well catered for on BBC2/BBC4 and PBS, but this is for the vast majority of people who walk past the charity tins and normally couldn't care less.
I don't work for Sky by the way!
But I was there last night on the opening night of the exhibit. People were visably affected and emotionally responded. They got it, so I hope you guys do too ;-)