YRF to promote gender equality

Mumbai, Sep 21 (IANS) Y-Films, the youth films division of movie studio Yash Raj Films (YRF), has joined hands with The Global Goals campaign to promote the cause of gender equality in India. It has joined hands with British filmmaker Richard Curtis.

YRF will be creating an exclusive four-part web series titled “Man’s World” — a one-of-its-kind four-part, original comedy series — for this cause in collaboration with Project Everyone, founded by Curtis, the writer-director of films such as “Four Weddings and a Funeral” and “Notting Hill”.

On September 25 at the UN, 193 world leaders will adopt the Global Goals, a series of 17 ambitious goals to end poverty, fight inequality and injustice and tackle climate change for everyone by 2030. Indian Prime Minister Narendra Modi shall pledge the country’s commitment on September 25 at the UN General Assembly in New York.

The Global Goals campaign – with Project Everyone, Global Citizen, action/2015, and UN agency partners – aims to share these Global Goals with seven billion people within seven days of their announcement, and has tied up with partners across the world to promote these goals in their respective countries.

In India, Project Everyone chose YRF, to spread awareness about the gender equality goal across the country. International partners of Project Everyone include Aviva, Getty Images, Pearson, SAWA Global Cinema Advertising Association, Standard Chartered, Unilever, The Bill and Melinda Gates Foundation, United Nations Foundation, UNDP, Unicef.

Celebrities supporting the campaign include Jennifer Lawrence, Ashton Kutcher, Daniel Craig, Jennifer Lopez, Meryl Streep, Malala Yousafzai, One Direction, Ken Robinson, Richard Branson, Stephen Hawking, Stevie Wonder, Aamir Khan, Hrithik Roshan and A.R. Rahman.

“Man’s World”, which will be launched on September 29 in the week of the Global Goals campaign. The series will be available to audiences for free on Y-films’ YouTube channel.

“The Global Goals, if met, ensure the health, safety and future of the planet for everyone on it,” Curtis said in a statement.

He believes that in particular, young people all over the world have the most crucial role to play in making sure their leaders deliver on their promises over the next 15 years.

“Gender equality is not a woman’s issue, it’s a human issue and it affects us all. And we’re thrilled to partner with the UN and Richard for our first ever web series, ‘Man’s World’, that can get that message out there in a fun, entertaining yet meaningful manner and hopefully make an impact,” said Ashish Patil, vice president: Y-Films, Brand Partnerships and Talent Management at YRF.

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