Racing Extinction

September 19, 2014

RE posterAbout the Film

Utilizing state-of-the-art equipment, Oscar®-winner Louie Psihoyos (The Cove) assembles a team of activists intent on showing the world never-before-seen images that will change the way we understand issues of endangered species and mass extinction. Whether infiltrating notorious black markets with guerilla-style tactics or working with artists to create beautiful imagery with unexpected animal subjects, Racing Extinction will change the way you see the world.

About the Campaign

Racing Extinction premiered at the 2015 Sundance Film Festival and is being distributed by Discovery Networks.  In September, the film will open in theaters in ten major cities across the United States and, in December, it will be broadcast in 220 countries and territories on The Discovery Channel. The Racing Extinction impact campaign is focused on saving animals from extinction by:

1) Demonstrating the clear connection between climate change and mass extinction;

2) Reducing the number of sharks killed through unsustainable fishing;

3) Moving ten American cities to commitments to greener energy, demonstrating the need and potential for local action to reduce carbon emissions; and

4) Reducing personal carbon footprints.

Our Work

Since August 2014, Picture Motion worked in close collaboration with Vulcan Productions to design the engagement campaign and start implementing a variety of initiatives. Beginning in January 2015, we focused on bans on the trade of shark fins in New Jersey, Rhode Island, Texas, and Vermont. And following the theatrical and broadcast releases, we concentrated on the three areas of impact outlined above by working closely with partners across the country. Picture Motion managed strategy development, nonprofit partnerships, screenings, and special events and digital communication.

Impact Report

Picture Motion worked with the film for 2 years is close collaboration with Vulcan Productions and Oceanic Preservation Society (OPS) to achieve the following:

  • The UN Projections, also known as illUmiNations, was one of the first projects that Picture Motion supported. We worked with partners to help amplify the events message and supported the projection on the ground. We then helped activate audiences around the country on interactive digital campaign.
  • At Sundance Film Festival, Picture Motion worked with OPS and digital partners to publicize the film’s premiere. This included: Thunderclap, partner posts, audience activation at the premiere.
  • Working with our campaign partner, Human Society U.S. and Human Society International, Picture Motion helped Racing Extinction become a voice in the passage of legislation around the ban of the trade of shark fins in three key states: Texas, New Jersey and Rhode Island.
  • This legislation was highlighted at Earth Day Texas Festival, where Picture Motion along with OPS, designed and ran a Racing Extinction booth.
  • Later in 2015, Picture Motion activated partners to support the Empire State Building Projections.
  • For both the theatrical premiere and the broadcast premiere of the film, Picture Motion helped activate partners, engage audiences and support digital. For the broadcast, Picture Motion participated in a 24 hour twitter chat about the film.
  • We developed and implemented the Racing Extinction Challenge, which had 5,801participants by broadcast. In addition to the actions highlighted in the challenge, we worked with Defenders of Wildlife to feature different petitions encouraging legislative action. We have continued to adapt the Racing Extinction Challenge for Earth Day and Shark Week and have gained over 2500 additional participants.


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