Each of the Olympic symbol’s rings represent one of the planet’s five continents. That’s why, this year, while the most important athletic contest on earth brings us all together, Fundación Vida Silvestre (which represents WWF in Argentina since 1988) launched “Add the ring”: a campaign to add the missing ring, the one representing the Antarctic, to the Olympic symbol and start to see the world as it really is. Created and produced by Young & Rubicam Argentina, the film is edited by Guillermo Paz and the direction of photography is by Fernando Constanza.
Antarctica is one of the world’s greatest and most precious wild places. It’s also one of the most vulnerable. Every one of the changes it experiences has a major impact on the rest of the planet. We should remember that it’s the 6th continent, and that it belongs to all of us. In order to understand the main threats that this unique continent faces, we must focus on overfishing, climate change, and ocean acidification. Over the past 50 years, the western part of the Antarctic Peninsula has recorded a rise in temperature 4 times larger than the average rise in temperature experienced by the rest of the planet. Sea ice covers a surface area 40% smaller than it did 26 years ago. The campaign also includes appeals from current and former Olympic athletes, radio spots, print advertisments, and an interactive website where, by working together, we can add the sixth ring.
Fundación Vida Silvestre Argentina (Argentine Wildlife Foundation) is a civil association founded on June 29, 1977, working on solving the main environmental issues of Argentina. Its mission is “to propose and implement solutions for conserving nature, promoting the sustainable use of natural resources and responsible behavior on the part of mankind in the context of climate change”. To achieve this it develops actions based on the protection of natural areas, on consumption and on responsible production, environmental legislation, awareness and education.