The world knows what to do to fix climate change. The goals were agreed on December 12, 2015 when the UN’s Sustainable Development Goals (aka the Global Goals) were ratified. Wouldn’t it be great if countries were doing what they promised that day?
Karmarama has teamed up with Project Everyone, a not-for-profit promoting the Global Goals, devised by Richard Curtis, to remind the world that change is not just about agreeing but also acting. Their campaign, The World’s To-Do List, has enlisted some of the world’s biggest brands during Global Goals Week, September 20-26, to urge world leaders to act now to achieve these Goals and gets the business world to put its considerable weight behind them. With sticky notes.
The UN’s 17 Global Goals for Sustainable Development have been turned into 176 giant sticky notes placed in famous locations across the globe and on billboards and projected onto buildings in major cities, from New York to Venice. Each reimagines one Goal as a short actionable to-do, setting a clear reminder that we have the plan to fix the world’s problems; we just need the action to get it done. The 17 tasks scrawled on the giant sticky notes include 1. End poverty, 2. End world hunger, 5. Achieve gender equality and 13. Tackle the climate crisis.
Built into the campaign are companies, known as the Global Goals Business Avengers – Arm, Avanti, Commvault, Diageo, DPDgroup, Google, Mars, NTT, Reckitt, Salesforce, SAP, Unilever and Wood (representing over 700,000 employees, with a combined social media reach of over 100m). Each has become the champion of one of the 17 Global Goals. Each company is actively working to raise awareness of the Goals and take actions within their own organisations to help achieve them.
The Global Goals Business Avengers are sacrificing physical and digital space – their corporation’s buildings, social media channels and websites – to 17 Global Goal sticky notes. Including sharing the actions they are taking which are contributing to the achievement of particular Goals while also stating what is on their To-Do List for the near future.
For example, Unilever has committed to ensuring that everyone who directly provides goods and services to the company earns at least a living wage or income, by 2030, aimed at making progress towards Goal 10 – Reduced Inequalities. Google, meanwhile, recently launched its Impact Challenge for Women and Girls with a US$25 million fund to create pathways for women and girls to thrive, aligned with Goal 5 – Gender Equality.
The campaign aims to inspire both business and world leaders to move from talking about doing good to taking real action. The campaign will be launched with a film created by Karmarama, played at the Global Citizen Festival, a 24-hour live-streamed festival across six continents.
Giant sticky notes will also appear as a large-scale art project throughout India with the Rouble Nagi Art Foundation painting murals across villages in five states while working with local communities to educate and support the issues raised by the Goals. The sticky notes will also appear on static and animated billboards worldwide and Instagram, Twitter, and brand website takeovers. Other activations include projections on buildings in the UK and DPD van takeovers.
The launch campaign runs from September 20 to 26 to coincide with Global Goals week, culminating in the Global Citizen Festival. There will be further activity during the COP26 global climate conference in November.
Richard Curtis, Writer, director & UN Sustainable Development Goals advocate, stated, “It’s been a tough year on so many fronts – but I’m still delighted and cheered every day by the passion and action of so many businesses in support of the Global Goals. It’s such an interesting time, as well, as consumers expect more of businesses and increasingly support those fighting for sustainability and as more and more employees expect their firms to reflect their ethics and priorities. The World’s To-Do List campaign, led by businesses, is a vivid reminder of what is needed, and how the Goals are a To-Do List we all must get done.”
Ben Bilboul, chief executive officer, Karmarama, and managing director at Accenture Interactive, added, “Time is running out. If we’re going to hit the UN’s Goals by 2030 we need to shift from talking to doing. And enlist business to help us get there. The world’s To-Do list is a simple idea that everyone can get behind, and harnesses the power of business to help save the planet.”
Adam Kean, Karmarama creative director, commented, “Important stuff that needs doing now? We write it on a sticky note. Well, it doesn’t get more urgent and important than the Global Goals. So we went big and unmissable. Let’s get The World’s To-Do List done.”
Explore the campaign website.
Agency: Karmarama (part of Accenture Interactive)
Chief Executive Officer: Ben Bilboul
Executive Creative Director: Adam Kean
Creative Team: Rachel Holding & Dan Leppanen
TV Producer: Carol Oakley
Creative Producer: Christina Lambrou
Head of Design: Simon Wakeman
Artworkers: Sam Coyle & Dipesh Soni
Senior Planner: Max Richards
Business Lead: Eilidh McGregor
Account Director: Sophie Jackson
Production Company: Nineteen Twenty
Director: Ludo Fealy
Colour Grade: Kai Van Beers
2D Artist: Jamie Stitson
Producer: Isabella Hunt-Davis
Post Producer: Ondrej Faltin
Sound: 750 mph
Sound Engineers: Mike Bovill & Michalis Anthis