Rainforest

Purpose

To build knowledge about the rainforest and its vital role for the planet and humankind. The project aims to educate, inspire, and mobilize the global football family to support the Rainforest Foundation Norway in its fight to stop deforestation and protect the world’s most important ecosystems.

About the project

The Rainforest Project combines storytelling, education, and football to inspire environmental awareness and action. Through emotional campaigns and grassroots activities in Norway and internationally — including football schools located near rainforests — the project connects the love of the game with learning about nature and sustainability.

Our first campaign is an educational documentary co-produced with Meg Ryan’s Empowered Studio, focusing on the impact of sports on communities and the world.
The film features Morten Thorsby, founder of We Play Green, and Anders Haug Larsen, Director of International Advocacy at Rainforest Foundation Norway, highlighting how football can mobilize people to protect the planet’s lungs. The campaign aims to raise awareness about rainforest protection, particularly in the United States.

How it works

Empowered TV has produced three distinct videos featuring Morten and Anders filmed in Italy, each designed for different US audiences.

• Editorial video: A primetime “edutainment” documentary reaching over 84 million homes through major US cable networks.
• Corporate video:A feature presenting We Play Green’s Rainforest Project, aired more than 400 times across 100 leading public television channels.
• Commercial video:A short promotional piece distributed to over one million subscribers in Empowered TV’s database.

Together, these films bring football’s voice into new arenas — showing how passion for the game can protect the forests that sustain life on Earth.

See the videos here