Featuring Hugh Jackman, Priyanka Chopra, Usher and Pharrell Williams, the six-part documentary series uses a multi-platform storytelling partnership to drive action around global challenges connected to extreme poverty.
National Geographic has announced the premiere of ACTIVATE, a star-studded series featuring Hugh Jackman, Priyanka Chopra, Usher, Pharrell Williams, Uzo Aduba and Rachel Brosnahan. It airs every Friday at 9 p.m. UAE timing/8 p.m. KSA timing on National Geographic.
The six-part series, in partnership with P&G, focuses on extreme poverty, inequality and sustainability issues to mobilise global citizens to drive meaningful and lasting change.
Each episode delves into a different issue connected to the root causes of extreme poverty. Topics include clean drinking water and sanitation, racial bias and criminalisation of poverty, girls’ education, responsible sourcing, plastic waste and disaster relief. The film content was captured from South Africa, Nigeria, Philippines, and Peru.
The multifaceted ACTIVATE storytelling platform — bolstered by custom content distributed across National Geographic’s unrivalled social, digital, linear and print channels — will expand beyond the documentary series to include a 12-page custom print section for ACTIVATE in the September issue of National Geographic magazine as well as custom story stretches aligned with each episode, custom digital articles and social media moments for each P&G brand aligned with ACTIVATE.
The partnership will also include a digital headquarters for consumers who would like to dive deeper into the six critical issues highlighted in the series.
The ACTIVATE partnership is the result of a shared commitment National Geographic, P&G and Global Citizen have made to leverage their collective influence, audience and scale to both raise awareness and inspire a global community to take action. For more than 130 years, National Geographic has utilised its powerful imagery and impactful storytelling to help audiences across the globe understand the world around them so that, in turn, they care more about it.