TELL EVERYONE
Project
TELL EVERYONE
Partners
Getty Images
Standard Chartered
Unilever
Aviva
Pearson
SAWA
The Bill & Melinda Gates Foundation
The Campaign
2015 was the launch year for the Sustainable Development Goals. Project Everyone was formed as a group of specialist campaigners and communicators, working with partners to deliver a three phased campaign to:
1) Rebrand the Sustainable Development Goals:
Writing the 17 goals in a more digestible, accessible form, and create a beautiful, easily communicable visual brand
2) Give them the loudest possible launch at the United Nations and beyond
3) Tell Everyone – aim to reach 7 billion people in 7 days
Our mission was that once the goals were announced, every single person on the planet (that’s 7 billion people) will receive the goals in some form or medium within 7 days of them being announced.
The Delivery
TITLE AREA
The Global Goals campaign was delivered through a series of outreach pillars and a bespoke communications and advertising campaign centred on the call to action to “Tell Everyone”.
This was delivered through partnerships with as many schools, communications and media companies, civil society organisations, brands and business networks around the globe.
Highlights of the campaign included:
Millions of children were taught about the Global Goals, with the World’s Largest Lesson thanks to commitments from Ministries of Education in 103 countries.
136 flags were raised from the North Pole to North Korea, Moscow’s Red Square to 10 Downing Street, Larke Pass in Nepal to Lira Town in northern Uganda.
Mobile operators sent text messages to 925 million customers about the Goals
Global Citizen acted as the launch pad for the activity – with both interstitial films and branding reflecting the Goals. 60,000 people attended the Global Citizen Festival including; Michelle Obama, Leonardo DiCaprio, Bono, Bill and Melinda Gates and Malala Yousafzai. The concert was headlined by Beyoncé and Coldplay and watched on TV in 26 countries
#GlobalGoals was trending across the world on social media, thanks to the support of 20 of the world’s top websites, as well as David Cameron, Hillary Clinton, Jennifer Lopez, Ashton Kutcher, One Direction, David and Victoria Beckham and many more
Countless people joined a star studded line-up in the crowdsourced film ‘We The People’ – contributed to by Stephen Hawking, Daniel Craig, Jennifer Lawrence, Kate Winslet, Meryl Streep, Robert Redford, Colin Firth, Stevie Wonder, Her Majesty Queen Rania Al Abdullah of Jordan and many more.
The world’s First Global Cinema Ad produced by Aardman and voiced by Liam Neeson and Michelle Rodriguez premiered in cinemas in 34 countries around the globe
Radio Everyone broadcast Goals related content in 75 different countries across more than 600 different radio stations.
‘Invisible man’ artist Liu Bolin created a new piece of artwork by camouflaging himself in front of 193 UN countries’ flags
Working with Project Everyone resulted in fantastic engagement scores and a great sense of pride across the business "
The Impact
TITLE AREA
In the week after the Goals were agreed at the United Nations, it is estimated The Global Goals reached 40% of the world’s population. We achieved 11 billion media impressions and reached 3 billion people through a series of creative communications, advertising and social media campaigns.
Key components of this success were a text sent to 925 million people, radio programmes in 75 countries, tens of millions of school children receiving a lesson on the goals, homepage takeovers of Google, YouTube, Baidu, MSN and Bing and an advertising campaign spanning cinema, TV and poster sites.
Project Everyone had creative hubs operating in the UK, Singapore, Brazil, South Africa and India to ensure global reach and relevance.
