Project: Halftime Campaign
Partners: UN Office For Partnerships,Warner Bros,JC Decaux, Good Relations

The Brief

September 2023 marked the halfway point for the Sustainable Development Goals: The comprehensive plan to eliminate poverty, reduce inequalities and tackle climate change, agreed by 193 world leaders at the UN in 2015.

Seven years from the 2030 deadline, the score wasn’t good, with only 15% of the Goals on track to be achieved. In other words… We were down at halftime.

We partnered with the UN Office For Partnerships to build a campaign urging leaders to recommit to the Goals at this crucial inflection point.

We needed to encourage everyone that the Goals were still the best plan for people and planet, and this was time to double down, not walk away – In spite of the long odds.

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The Approach


We developed a campaign building up to the 78th United Nations General Assembly, framing that moment as ‘Halftime’ in the ‘Greatest match of our lives.’

We leaned into this metaphor, building a set of branding and a suite of language steeped in the world of sports, encouraging everyone, including world leaders, to come together for a ‘Halftime Huddle.’

During the UN General Assembly, we released our commercial. We borrowed the greatest locker-room speech in film history, Al Pacino’s epic ‘Inch By Inch’ monologue from the 1999 Cult Classic, Any Given Sunday.

With permission from Warner Bros and Al Pacino, we recut the scene, introducing newsreel footage from around the world, repositioning the speech in the context of the Global Goals.

We even convinced the great Al Pacino to record a couple of new lines for the occasion.

The campaign concluded with an evening of speeches, music and films, hosted in the SDG Pavilion on the north lawn of United Nations HQ.

Styled as the ‘SDG Halftime Show’, the event was inspired by the lavish productions put on in the halftime break of major sporting fixtures.

Speakers included Barbados Prime Minister Mia Mottley, UN Deputy Secretary-General Amina Mohammed, Helena Gualinga, Goodwill Ambassadors Orlando Bloom and Forest Whitaker, as well as performances from Rocky Dawuni, Angelique Kidjo, Yo-Yo Ma, Amir Siraj, UN Youth Poet Laureate Salome Agbarogi, and Yemi Alade. Backstage, the speakers and performers gathered for a ‘Halftime Huddle’ in support of the Goals.

“The Halftime Campaign asks everyone to come together to achieve the SDGs by 2030. I’m genuinely optimistic that with the right action and political will, in seven years, we could be looking back at one of the greatest second-half comebacks of all time.”

Richard Curtis, co-founder of Project Everyone, screenwriter, producer and film director The Climate Coalition

We premiered the campaign film on our channels, and it played at the United Nations, Global Citizen Festival in Central Park, The Reuters Impact Summit and other live events.

We took advantage of donated ad spots, and ran the commercial during halftime of major sporting events on NBC Sports and Sky Sports. The Halftime Show was streamed live around the world on UNTV and reported in major media outlets during coverage of the General Assembly.

We also employed an influencer social media strategy, targeting key icons to share the message. The campaign was shared by David Beckham, Kate Hudson, Alastair Campbell, Coldplay, Jennifer Garner, Alesha Dixon, Forest Whitaker, Nikolaj Coster Waldau, U2, Matthew Modine & Comic Relief.

The Results


In total the campaign had a potential reach of 331 million, and earned over 2000 pieces of media coverage.


The SDG Pavilion, UNGA 2023

The SDG Pavilion was a versatile, semi-permanent artistic structure, set within the iconic grounds of United Nations Headquarters in New York, designed in collaboration with global artists with sustainability and diversity at its heart.

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Expo 2020 Dubai was an opportunity to convene the global community and drive collective progress towards the SDGS.

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The World’s To Do list launched on 20th September 2021, as part of the annual Global Goals and UN General Assembly weeks, via a range of high impact, public facing physical and digital activations.

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The Goals on Fifth Avenue

For 17 days, Fifth Avenue visitors and passers-by were invited to discover the Goals through a series of 17 pillars installed between 49th and 58th street.

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Forest for Change

As part of the third London Design Biennale, Project Everyone collaborated with artist Es Devlin, Artistic Director of LDB, to take over the iconic courtyard space at the centre of Somerset House

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Choose Life

Launched on 2 October 2020, Choose Life is a call for meaningful and ambitious climate action from the UK government as we recover from the pandemic.

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Nations United

The aim was to create a film, a unique 30-minute global broadcast to mark the 75th anniversary of the United Nations and the 5th anniversary of the Sustainable Development Goals.

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World’s Largest Lesson

During the COVID-19 outbreak, when so many children are learning at home, World’s Largest Lesson and UNICEF have created a distance-learning YouTube show.

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Business Avengers

The Business Avengers comprise some of the world’s largest and most influential companies, all of which are committed to playing a significant role in achieving the Global Goals.

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Dear World Leaders

The letter was launched in January of 2020. At the start of the critical year, 20 of the world’s most iconic and leading activists- from Nobel laureates Malala Yousafzai and Nadia Murad,

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Goalkeepers Global Goals Awards

In partnership with the Bill & Melinda Gates Foundation, the Goalkeepers, Global Goals Awards are an annual recognition of remarkable individuals

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Launched in 2017 in partnership with the Bill and Melinda Gates Foundation, Goalkeepers is a multiyear campaign dedicated to accelerating progress towards the U.N Sustainable Development Goals.

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Bringing the Global Goals to London Tech Week

Between the 10th and 12th June 2019, over 20,000 delegates from 98 countries passed through London's Kings Cross to attend the CogX Festival of AI and Emerging Technology

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International Day of the Girl 2017

On October 11th, Project Everyone launched the #FreedomForGirls campaign for International Day of the Girl, in partnership with UNICEF

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From the 21st to 24th January 2015, over 2,500 heads of state, business leaders, philanthropists and artists arrived at Davos for the World Economic Forum to discuss global issues and solutions.

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