In what organizers hope to be "the world's largest ever advertising campaign," out-of-home advertisers and communications agencies around the globe marshaled their efforts and assets for Project Everyone — which aims to share the United Nations' Sustainable Development Goals with 7 billion people over seven days using powerful imagery and copy across an extensive range of platforms.
The global campaign, which launched Sept. 26, was to see at least 125 partners participating in displaying ads that will be seen in 450 cities across 28 different countries, according to an announcement from one of the project's participants and organizers, Posterscope, the global out-of-home communications agency and location expert.
Project Everyone, the brainchild of filmmaker and Comic Relief founder Richard Curtis, saw participation from a wide spectrum of media partners, ranging from ABC, Adspace Networks, Blue 449, Branded Cities, City Outdoor, Clear Channel Outdoor, Elevision Media, Lamar Advertising, Ocean Outdoor, Orange Barrel Media, Outfront Media and Vector Media — among many others — to supply advertising space to display the advertisements, which have been designed by Richard Curtis himself, and raise awareness of the initiative.
The campaign's ads were showcased in busy central locations such as Piccadilly Circus in London, Swanston Street in Melbourne, Bukit Bintang in Kuala Lumpur and Times Square in New York, where the campaign kicked off, according to Posterscope.
Project Everyone founder Richard Curtis said, "The best chance of the U.N.'s global goals being met is if everyone is aware of them, and that's where Project Everyone comes in, along with the support of its many partners. I have been overwhelmed by the response of brands, consumers and institutions alike to this initiative. Posterscope has been instrumental with getting out-of-home media owners on board to help us get our messages across, to really raise public awareness of the issue at hand. With their help, we have secured sites in the busiest areas of key cities around the world to visualize the global goals and what Project Everyone stands for."
At the U.N. Headquarters in New York City last month, almost 200 world leaders met to adopt a series of ambitious targets to end extreme poverty, fight inequalities and tackle climate change for everyone by 2030. The Global Goals campaign is a global collaborative effort to ensure that these goals are world famous and that they are successfully acted upon. In order to make the goals famous, Project Everyone was on a mission to get the goals to 7 billion people in the seven days after they were adopted, according to the announcement.
"If we don't act today, our world and our lives will remain under threat," Unilever Pakistan Ltd. Chairman and CEO Ehsan Malik said in a press conference announcing his firm's participation in the project, according to The (Pakistan) Express Tribune. "The [Sustainable Development Goals] are aimed at improving lives, which is also the objective behind Unilever products."
And the campaign generated engagement around the world, judging by social media:
Posterscope Netherlands even posted a quick YouTube clip of the campaign live
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