Preschool animation series co-produced by China Entertainment to support UNESCO’s global education campaign for girls.
DUBAI -- CJ E&M, a content and media company in Asia, and UNESCO, the United Nations Educational, Scientific and Cultural Organization, have announced their partnership agreement, supporting UNESCO’s girls’ education global campaign with Rainbow Ruby, CJ E&M’s new preschool animation series.
“Rainbow Ruby is the first original global animation series created by CJ E&M as a co-production project with China Entertainment that will reach out to a global audience,” remarked Sang Gill Lee, EVP, CJ E&M. “Rainbow Ruby is a 3D CGI animation series that follows a six-year-old girl named Ruby as she transports to Rainbow Village where her toys come alive. Throughout the series Ruby experiences different professions, introducing preschool girls to the concept of a dream job, letting them imagine how their jobs can improve their lives in the future. I strongly believe it will be a fun and exciting experience for girls.”
During the 2016 Global Education and Skills Forum, hosted by the Varkey Foundation in partnership with UNESCO, UNESCO Director-General, Irina Bokova, CJ E&M Executive Vice President, Mr. Sang Gill Lee, and CJ Welfare Foundation Executive Vice President, Ms. Heekyung Jo Min, jointly signed the partnership agreement to implement the girls’ education initiatives, using child-friendly characters from the new Rainbow Ruby animation series. The “Better Life for Girls” campaign, launched in November 2014 by CJ E&M and UNESCO, aims to help address the lack of access to quality education faced by girls in developing regions.
It is the first time that UNESCO joins a global partnership centered on an animation based character for its key initiative.
Rainbow Ruby aims to help empower young girls to dream big and look to a bright future. The animation series also brings awareness to the harsh reality that girls and young women in many developing regions may face because of their lack of education, preventing them from reaching their full potential and in turn, hindering economic growth and social progress.
“Global research convincingly shows that girls’ education, a right in itself, is the most powerful breakthrough strategy for unlocking progress across all the development goals, from health to jobs, with positive repercussions across generations,” said Irina Bokova, Director-General, UNESCO. “In partnership with CJ Group, we expect to change perceptions from the youngest age to show that girls can have the same aspirations and dreams as boys, and should have access to a full cycle of quality education.”
“CJ Group is in a long-term partnership with UNESCO to support girls’ education in diverse ways to improve the education system in developing countries around the world,” said Heekyung Jo Min, EVP, CJ Welfare Foundation.
CJ E&M will expand media campaigns for girls’ education to major TV channels around the world, which will air the Rainbow Ruby animation series. In addition, CJ E&M will work with UNESCO to develop Edu-tainment apps and virtual reality content that aim to further the advancement of girls’ education globally, utilizing the digital assets from the CGI animation series. In addition, a share of the sales from Rainbow Ruby character products will be contributed to UNESCO’s global fund for promoting girls’ right to education.
DHX Media is the appointed distributor of Rainbow Ruby in the U.S., Canada, and EMEA (excluding France).
Source: CJ E&M
