Underdog Founders - Paul trades Emmy nods for a bootstrapped studio to save the planet.
Can a small content studio solve climate apathy? Paul decided to find out.
We all know Stan Lee. But do you know Paul Goodenough?
He may not be making your typical comic books, but his mission to protect the planet is also cape-worthy.
By day, Paul is an Emmy nominated writer, producer and creative director.
He loves his work. But he realized the entertainment industry had a big problem.
Paul saw many in the industry didn't know how to talk about the world's biggest story: the upcoming battle against climate change.
Are you still reading this? Great! Because it is estimated between 93-97% of people zone out when they are presented with environmental content.
Paul, left, with Sir Ian McKellen, right.
So, he asked himself:
- “If most people aren’t listening, how are we going to make progress?”
Rewriting Extinction was born.
People feel scared and powerless when they engage with environmental content.
Between buzzwords and science jargon, there is little room for hope and action.
Crucially, environmental content is dull. Rural train station at 3pm dull.
Using comics as a medium, Rewriting Extinction set out to write witty stories about environmental truths.
Paul set out to reach as many people as possible. This meant finding the right publisher with the right gravitas.
He started gaining momentum, until COVID hit and progress ground to a halt.
Climate was no longer the top of mind.
Key people pulled out. The publishing deal was at risk.
Rewriting Extinction nearly became, well, extinct.
Rewriting Extinction’s defining moment came when Paul suffered the loss of a relative.
At the crossroads of personal grief and a professional setback, Paul was faced with a choice:
Double-down and push forward or call it a day.
He opens his laptop and emails everyone he knows, sharing his goals and setbacks with raw, unfiltered honesty.
That honesty made him look vulnerable, but sparked the rallying cry that turned the tide.
Richard Curtis came on board.
Then Cara Delevingne.
Then Taika Waititi.
Then Dominic Monaghan.
The list goes on.
Paul knew he made it when celebs started approaching -him- to be part of the project.
Since then, Rewriting Extinction is on a roll:
Their comics went viral surpassing 150 million organic impressions.
Official partnerships with Netflix and Google.
Rewriting Extinction is redefining how we engage with our planet's most pressing story.
Paul and his team took a pragmatic view towards climate change, creating something people actually want to read about and share thousands of times.
And that? That is worthy of super-hero status.
Do you know projects doing great climate work globally?
Rewriting Extinction wants to work with them! Tag a founder or company name in the comments.
Underdog Founders 19 - Paul Goodenough from Rewriting Extinction.
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#climateaction #storytelling #viral