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.

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The Delivery

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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

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Working with Project Everyone resulted in fantastic engagement scores and a great sense of pride across the business "

Emma Flack Unilever Campaigns and Engagement Director

The Impact

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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.

OTHER WORK

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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Goalkeepers

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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DAVOS

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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#WhatIReallyReallyWant

In societies around the world, gender discrimination and inequitable gender norms are much more likely to limit girls’ ability to go to school

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Leave No One Behind

When world leaders signed up to the Global Goals, they promised to ensure that ‘no one is left behind’.

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Act for Equal

UN Women, grounded in the vision of equality enshrined in the Charter of the United Nations, works for the elimination and discrimination against women and girls

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