MUMBAI: Sony Pictures Television Networks will launch a worldwide campaign across their channels in 177 countries, engaging viewers in environmental issues on 28 September.

The effort, titled ‘Picture This,’ will utilise the channels’ storytelling expertise to engage viewers around environmental issues important to each market. Picture This will then combine these local efforts into a worldwide voice to bring awareness to everyday efforts that can help protect our natural resources.

In India, the Picture This campaign will focus on the issue of waste disposal.

“With the reach of our global networks and the passion of our storytelling, we will both engage the community and energise people to action by picturing a better environment. Collectively we can make noise heard around the world on behalf of issues that are central to everyone’s well-being and do it in an entertaining way,” said Sony Pictures Television (SPT) president, worldwide networks Andy Kaplan.

Multi Screen Media (MSM) CEO NP Singh added, “Picture This is a great initiative taken by Sony Pictures Television Networks to engage our viewers on environmental issues. As people of this planet, we need to embrace all the colours that enliven the surroundings in which we co-exist whilst working towards harmonising nature. At MSM, we will take steps to support this global initiative.”

Picture This will include on-air and online elements, events and viewer participation opportunities. At launch, some of the topics will include: recycling in Russia and Italy; eliminating plastic bag use in Asia; waste disposal in India; saving the rhino in South Africa; urban gardening in Latin America; and deforestation in Romania.

The campaign will be aired across channels like AXN, Sony Channel, Sony One, AXN Black, AXN White, Sony PIX HD, Sony SIX HD, AXN Sci-Fi, AXN Mystery, Animax, Sony Sci-Fi, Sony Movie Channel, Canal Sony, Crackle, SET, Turbo, getTV and CineSony.