The Sustainable Development Goals (SDGs) were featured prominently in popular Chinese variety show "Keep Running", which is watched by millions in China and beyond. As part of the programme, they were set a challenge: to prepare and deliver a speech about one or two of the Goals in English. The seven film, TV and singing stars, have a combined social media following of more than 500 million people, on the Chinese platform Weibo and also on Instagram.
The celebrities gave their speeches on Goals 3, 4, 6, 7, 9, 13 and 17. The only woman member among the group, Angelababy, in her speech about Goal 3, mentioned UNODC's Youth Crime Prevention through Sports initiative under the Doha Declaration. She called for the use of sport to help young people develop life skills, strengthen social inclusion, and stay away from violence, crime and drugs while having fun.
"Keep Running" is a prominent television show in China, and the featured celebrities have a large following on social media. This wide reach will promote the Sustainable Development Goals to a much greater and broader audience than they may otherwise have reached.
What impacts will this have on the motivation of business to align their strategies with the Goals?
And will other entertainment shows and acts take a lead from Keep Running, and give greater prominence to sustainability on their own platforms?