Milan, 29 November 2017 - What are you doing? The question we are asked by the 2018 Lavazza Calendar is direct and minces no words. It reverberates powerfully in the United Nations 193 member states. This question reminds everyone that 2030 — the date identified by the UN to make our planet more sustainable — is just around the corner. Indeed, 2030 has provocatively already arrived in Platon’s 17 photographic portraits which bring to life “2030: What Are You Doing?”: the new Lavazza Calendar is the first worldwide artistic megaphone for the 17 United Nations Sustainable Development Goals (SDGs). It narrates the SDGs through the concrete commitment of 17 sustainability ambassadors, men and women committed to turning food waste into a meal for the poorest people or a plastic bottle into a democratic light source, educating children, providing job training for disadvantaged young people and marginalized women, protecting the sea and biodiversity, tackling climate change and fighting for an economy respectful of nature and life.
What are you doing? From chef Massimo Bottura to the American actor Jeremy Renner. From ocean advocate Alexandra Cousteau to Carlo Petrini, the founder of Slow Food. From tennis champion Andre Agassi to Jeffrey Sachs, UN Network Director for Sustainable Development, on to the creator of Blue Economy Gunter Pauli and the co-founder of Rainforest Alliance Daniel Katz. Platon’s 17 photographic shots are portraits that gaze into the soul of the 17 characters and into each one of us asking the unavoidable question “2030: What Are You Doing?” They remind us that 2030 is very close, whilst there is still a long uphill road to climb before the 17 Goals can be achieved. The 2018 Lavazza Calendar — a creative project by the Armando Testa agency — is thus a call firstly to individual and then collective responsibility.