The inaugural INTERNATIONAL GREEN AWARDS™ ‘Lifetime achievement Award’


Sir David Attenborough CBE – BBC Broadcaster and Naturalist

 

In 2010, the INTERNATIONAL GREEN AWARDS™ set out to recognise an individual with the undying zeal to champion sustainability. The 2010 INTERNATIONAL GREEN AWARDS honoured Sir David Attenborough with the first ever ‘Lifetime Achievement Award’ for his sustained efforts in championing the cause of biodiversity.


Green Lifetime Achievement Award“Biodiversity is the core of the sustenance of life; which currently hangs in delicate balance. A sign of the growing importance of this issue is the United Nations’ declaration marking 2010 as the International Year of Biodiversity. Sustainability is a much discussed and debated issue, and thus communications have an integral place in promoting behavioural change. It is not enough to merely communicate the sustainability message, but it is imperative that it invokes the audience to think, analyse and question their existing behaviour. By recognising creative excellence in sustainability messages, the International Green Awards are a genuine effort to promote positive attitudes towards biodiversity and sustainability.”

Sir David Attenborough is Britain’s best loved naturalist, with more than 50 years of broadcast experience especially through the BBC Life series. By virtue of the Life series, he is well known and respected globally, and the world’s leading natural history programme maker. It would not be wrong to label him as the leading authority on nature and wildlife, and an inspiration to generations of documentary film makers. With a pan-global outlook towards biodiversity and sustainability, Sir David Attenborough is the best choice for the inaugural ‘Green Lifetime Achievement Award’ by the INTERNATIONAL GREEN AWARDS 2010.


In the fifth year of their production, the INTERNATIONAL GREEN AWARDS opened the competition to worldwide participation – in a quest to truly find the most exciting sustainability campaigns. 2010 being recognised as the ‘International Year of Biodiversity’, it was imperative to purport a strong message of biodiversity and sustainability. Sir David Attenborough is perhaps the most ideal honouree of this award, pertinent to his creative use of broadcast media to generate interest in the natural world.


The INTERNATIONAL GREEN AWARDS ‘Lifetime Achievement Award’ recognises exemplary efforts in the practice of sustainability messages. Furthermore, the message itself needs to be creative enough to have engaged a large audience and promote a change towards more sustainable behaviour. This is an Award to recognise dedicated and committed efforts to making a positive difference in the way we live and treat our environment. In addition to using communication to effect change, this Award recognises an attempt to inspire leadership and innovation within society, business and government. In other words, the Award recipient would have demonstrated past accomplishments and forward thinking to advance the notions of sustainability in every possible way.


Sir David Attenborough’s commitment towards the natural world, spanning five decades, is a commendable achievement. At the eve of the launch of his new two part series, David Attenborough’s First Life, the ‘Green Lifetime Achievement Award’ is the best recognition for his noble efforts.


Watch Sir David Attenborough’s inspirational speech from the INTERNATIONAL GREEN AWARDS ceremony here:

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