Streaming Service Ecoflix Offers an Entertaining Way to Protect Wildlife
David Casselman founded Ecoflix, a not-for-profit media group dedicated to saving animals and the planet. Using a creative new approach, this beautiful channel is built on a circle of giving. Positioned as a streamer that champions protecting biodiversity and the environment, viewers can watch original documentaries, podcasts, inspiring acquired films, and even upload commercial-free content from their devices worldwide. Ecoflix is 100% tax deductible in the USA and qualifies for gift aid in the UK, where it is based. All membership fees and profits are donated directly to help save animals and promote crucial environmental work.
A Los Angeles trial lawyer in a former life, David was drawn to the world of animals and environmental conservation while practicing law, fighting against the inhumane treatment meted out to some of the planet's most precious beings, including elephants.
We had an extraordinary conversation with a founder, thought leader, and philosopher. We are excited to share David's insight!
Tell me about how you got on this path. How did you come into the sustainability space? Did you always see storytelling as part of your journey?
Well, I never saw this as a path for myself. Like so many things, it all came about gradually, starting when I was a young boy growing up in Michigan. As a kid, I was into baseball and loved doing things outdoors. I recall being at summer camp, walking alone, and I saw a chipmunk moving across a dirt area, maybe 50 yards from me. I was about 9 or 10 years old and loved baseball and football, so I thought nothing of throwing a rock at the chipmunk. I hit him squarely in the head, and he stopped moving after spinning around for a few seconds. I remember walking over and seeing this beautiful little animal that looked like it had been painted by a master artist, only with the addition of a perfectly round ball of blood in his ear. I did not realize until decades later that this was a pivotal moment for me. After this incident, I remember feeling like my two sides were fusing, combining somehow, which added to my intense sadness. It ended my childhood's disregard for animals as "things" for me or others to kill or injure without concern. Indeed, that moment influenced my life, even though I didn't fully realize it until perhaps 20 years later. Only recently, I wrote a children's book about the experience, highlighting how this immoral act led me to a lifetime of effort, devoting myself to saving animals, including one of my favorite species, elephants.
Since starting animal advocacy work, I gradually began to push myself, trying to see how much I could accomplish. One such evolutionary step involved the formation of a massive sanctuary for elephants, primates, and many other indigenous animals in Cambodia near the Siem Reap Temples. It opened my eyes to what might be possible. Helping innocent animals is the most gratifying thing I have ever done.
After 42 years of dedication to my trade, I retired from practicing law. But I quickly missed the part of that work involving helping animals. So, after some reflection, I thought about my earlier work, helping to produce the film Love and Bananas. It focused, in a positive way, on the reasons why people should not ride elephants. And as things turned out, the film made a difference, helping to significantly educate the public about the elephant suffering involved, dramatically changing the situation, and eliminating 90% of Thailand's abusive elephant trekking trade.
This experience was one of the inspirations behind Ecoflix. Powerful, inspiring films can change hearts and minds. While most companies want to make money, we created Ecoflix to help make a difference. This concept also helped to spawn the idea of providing a free distribution platform for wildlife filmmakers to stream their work (films). And to put an essential emphasis on our goals, we decided not just to become a nonprofit, but to become the ultimate nonprofit, working to help raise money to support the fantastic animal NGOs worldwide. To do so, we give 100% of the subscription fees we receive to support their essential work. We thus became the world's first streaming subscription platform of this kind.
I never envisioned that I would be pioneering the streaming video universe. Still, I am humbled that during my life, I found a way to focus on helping animals around the world, and changing the planet for the better, a little bit every day. I hope that my team and I are proof that if we all can do a little bit every day to help make the world a better place, we can start to turn things around.
Where do you see the state of sustainability in the film and media spaces today?
There is a growing general awareness that we must change to preserve humanity. Indeed, more people accept this fact than ever before. But America is still in “the dark ages.” Europe is far ahead of us in this respect. They are much more active and aware of the climate and biodiversity threats surrounding us. What is fascinating and sad is that so many people who should know better refuse to believe what they can see with their own eyes. Most people will not accept that change must happen to save the world as we know it.
I believe in the saying -Think Big, Start Small, and Act Now. The goal is to inspire people and make those changes gradually but starting right now!
For our work in media, we strive to make education and entertainment more accessible for all. That is why we are free to schools and focused on educating children of all ages. I am a proud member of Artists for Amazonia. One of our media members has created an institutional platform to help teach indigenous people how to make marketable films. I am excited by the opportunity to meet with these artists about what we are doing on the production side. It is exciting to have the opportunity to reach diverse audiences on multiple levels.
What advice would you give young professionals and activists looking to inspire sustainability in their community and workplace?
Every person should let go of the notion that they alone can change the world. We need collective action to make real change. All we can do is do our best, even though we constantly ask ourselves, "How can we do better?"
You can make changes in your own life. That will make you feel better, and then sit back and see the result. If you can feel that positive "I am doing my part to help the world" sensation, even in a small way, you will feel good and hopefully inspire others to make the same efforts or commitments. Lead by example, not by unsolicited suggestions.
Many don't see at first that you don't have to do things to make change happen. If you are going in the right direction, it will happen organically…just not immediately. That's what led me to start Ecoflix. I wanted to promote in myself, and support others, the change we need to see worldwide.
The truth is that no one knows everything; we can't. Michelangelo famously said it best when he admitted (at an advanced age): "I am still learning."
You’ve launched and worked with some inspiring organizations throughout your career, such as the Cambodia Wildlife Sanctuary. What is unique about Ecoflix and The Ecoflix Foundation by extension?
As I said earlier, we face the problem differently than any NGO I know about. We focus on supporting other NGOs by giving them 100% of the subscription fees paid by their supporters to subscribe to Ecoflix. And we are also directly involved in animal welfare projects worldwide. The channel educates and inspires people by showcasing the amazing work of NGOs and content creators. Filmmakers are a common bond, supporting all the causes we cherish. They both educate and inspire all the people on our planet. We want to entertain people of all ages. But most importantly, we want others to know what is being done and what they can do to help save voiceless animals worldwide.
What are you most excited to accomplish with Ecoflix in 2023?
I am particularly excited about our technological evolution. It is not visible to our viewers. But we are now demonstrably better, both scalable and prepared for future innovation. We expect millions to join in supporting our excellent NGO partners. So, we had to build a new and robust platform that will carry us into the future, wherever that leads us.
Plus, we have developed the volume and quality of our content. It is what makes people sit up and take notice. We want to nurture and inspire generations of young people hungry to know the truth and how they can be agents of change. So, we do our best to tell people what they need to know and hope to inspire them into action.
Finally, we strive to bridge the gap between science and communication at EMA. What benefit do you see that storytelling can bring to the movement for positive change?
The medium of film is just a technological advance in storytelling. Once people know better, they can do better. Now, more than ever, we need global movements…in the right direction. We hope to lead the change required to save our animals, avoid the ongoing mass extinctions, and protect our environment, learning the lessons we can glean from our past mistakes.
As we have discussed, people want something other than lectures. And many are still resistant to accepting the truth about climate change. But, more than most, these people are not interested in soap box lectures. So, we hope to gently provide the facts in an inspiring way so that on their own, they can conclude: “Ah, I get it now.” And that comment is not focused on the least educated among us. Indeed, almost every day, I learn something new and wonder, “How did I not know that?”
I love good storytelling that carries a message. I think most people do. Facts alone are good, but more is needed. Good storytelling takes you on a mini vacation. It often provides an arc, inserting new information coupled with sound logic. We provide beautiful visuals as part of a larger messaging about our role as stewards of the planet. We do our job if people can enjoy those stories and feel inspired to do better.
Thank you, David!
For more information on Ecoflix, please see here
Written by Demitri Fierro, ISSP-SEA (MBA Candidate in Sustainable Management)