CJ E&M, an Asian content and media company, and UNESCO, the United Nations Educational, Scientific, and Cultural Organization, have partnered to support 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,” said Sang Gill (Tschaik) Lee, EVP, CJ E&M. “Rainbow Ruby is a 3D CGI animation series that follows a 6-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.”
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.
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 educational 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).