Britain's Prince William, Duke of Cambridge gestures as he interviews naturalist Sir David Attenborough during the World Economic Forum (WEF) annual meeting in Davos, Switzerland, on January 22, 2019. (REUTERS/Arnd Wiegmann)
Britain's Prince William on Thursday launched the "most prestigious" environmental prize of all time, aimed at turning "pessimism into optimism" by rewarding innovative solutions to the planet's biggest problems.
The Earthshot Prize will present five £1 million ($1.3-million, 1.1-million-euro) awards each year for the next 10 years, to "incentivize change and help to repair our planet over the next ten years," said his office in London.
Kensington Palace described it as the "most prestigious global environment prize in history" and said it was inspired by US president John F. Kennedy's "Moonshot" project in the 1960s.
"The plan is to really galvanize and bring together the best minds, the best possible solutions, to fixing and tackling some of the world's greatest environmental challenges," said William, who is second in line to the throne.
"The next 10 years are a critical decade for change. Time is of the essence, which is why we believe that this very ambitious global prize is the only way forward."
The project is centered around five "simple but ambitious" aims to be met by 2030: "protect and restore nature", "clean our air", "revive our oceans", "build a waste-free world", and "fix our climate".
The prize is supported by a coalition of individuals, organizations and businesses with the winners to be announced each year at a ceremony in a different city around the globe, starting with London in 2021.
Prizes can be awarded to individuals or teams, whether they be scientists, activists, economists, governments, business leaders and even countries.
The jury will include a host of high-profile global figures, including Queen Rania of Jordan, Australian actress Cate Blanchett, British naturalist David Attenborough and the Colombian singer Shakira.
"The Earthshot Prize aims to turn the current pessimism surrounding environmental issues into optimism that we can rise to the biggest challenges of our time," said the palace.
"But the Prize is about much more than awarding achievement -– it is a decade of action to... inspire people all over the world to work together to repair the planet."
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