When the National Geographic Society published the first issue of its namesake magazine in September of 1888, it was, in the words of the publication, “a very staid affair.” There were no photos (those didn’t arrive until 1905), and the articles were more akin to what you might find in a scientific journal than a popular magazine.
Suffice it to say National Geographic evolved over the years, eventually leaning into photography and exploration, bringing the natural and human world to its readers every week during the heyday of magazines, and then every day amid the digital revolution.
Now, National Geographic is embarking on what it is calling one of its most ambitious efforts yet: A new multi-platform list to highlight and celebrate 33 individuals (in honor of the 33 founders of the Society) “whose imaginative ideas and unstoppable drive are making the world a better place.” The inaugural National Geographic 33 will be featured in the April issue of the magazine, an interactive digital platform, and in a social video series.
The inaugural list includes familiar faces to Hollywood, including actors Don Cheadle, Jason Momoa, Michelle Yeoh, Edward Norton, Selena Gomez, musicians Bjork and Arlo Parks, and writer-producers like Adam McKay and Sterlin Harjo, as well as some names that may be less familiar, like climate activist Jennifer Uchendu, endurance swimmer Lewis Pugh, and Patagonia founder Yvon Chouinard.
You can see the full list of honorees, as well as video and multimedia content, here.
“For more than 137 years, National Geographic has been driven by the belief that bold thinking and collective action can change the world. This principle is what inspired National Geographic’s 33 founder —committed explorers, scientists and scholars—all those years ago,” said Courteney Monroe, president of National Geographic content, in a statement. “Since then and across all our platforms, National Geographic has believed in the power of visual storytelling to spark curiosity and inspire a deeper connection to our world. The inaugural National Geographic 33 represents an exciting milestone for us, as it embodies the very essence of our brand—sharing the stories of extraordinary individuals whose work is making a meaningful impact in the hope of inspiring others to help shape a better future.”
“With the National Geographic 33, we’re honoring a diverse group of changemakers, from all over the world and different walks of life, who aren’t just recognizing the urgent challenges of our time, they are taking action to address them,” adds Nathan Lump, senior VP and editor-in-chief of National Geographic. “They all share a deep commitment to shaping a better future, and in shining a light on them and their contributions, we hope to elevate their work and showcase to a wide audience the positive impact they’re making.”
National Geographic is controlled by The Walt Disney Co. (the Society still retains a stake), which acquired the brand in its deal with Fox. Disney has incorporated the Nat Geo brand in its TV and streaming services, with a particular focus on documentary series.
It hired Lump in 2022, with a mandate to harmonize the goals of both Disney and the Society, and to try and bring the media brand into a future less forgiving for traditional magazines.
It is a strategy that has had some success with other storied publications. Time magazine, after all, has turned its Person of the Year and Time 100 list as bona fide franchises, and has had success pushing into film and TV production. Now National Geographic is betting that it can do the same.
You can see the launch video for the National Geographic 33, below.
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