10 world-class agencies working on a simple brief: Help change the world
How do you challenge some of the best ad agencies around the world? Ask them to change it.
COVID-19 has decimated progress towards the United Nations global goals, so after a successful Lighthouse partnership with the UN in 2020, Google partnered with Global Citizen to ask ad agencies to drive action among everyday people, to get progress back on track in 2021.
Find out what happened when one of the world’s biggest advocacy organizations and ten of the world’s top ad agencies harnessed Google’s platforms to inspire tens of thousands of new Global Citizens to join a movement for a better world.
Advance Equity For All | US | “Wishful Thinking”
Creative Agency: Alma | Performance Agency: PMG
Protect The Planet | US | “Make it Stop”
Creative Agency: FCB | Performance Agency: 360i
Resume Learning | United Kingdom | “Class Dismissed”
Creative Agency: BBH | Performance Agency: Jellyfish
End Covid For All | Brazil | “VC”
Creative Agency: Suno | Performance Agency: Blinks Essence
Stop The Hunger Crisis | India
Creative Agency: Ogilvy | Performance Agency: Interactive Avenues
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The COVID-19 pandemic is an extraordinary challenge. As always, the most vulnerable are most affected. Decades of progress towards a better world is now at risk. We must re-ignite our efforts to keep the promise of the Sustainable Development Goals.
Most people know of Global Citizen because of our large festivals that we hold in Central Park and around the world, but Global Citizen is the world's largest advocacy organization dedicated to ending extreme poverty. Global Citizen's five-pillared recovery plan for the world is really designed to get the world back on track towards achieving the global goals. We need to end COVID-19 for all. We need to end hunger for all. We need to ensure that all kids have access to education. We need to protect the planet. And lastly, we need to advance equity for all.
We've always believed that the citizen is the agent of change and working with Google, we're gonna be able to mainstream these issues and motivate millions more people toward action.
This year's partnership between Google and Global Citizen brings together 10 world-class creative and performance agencies from India, Brazil, the United States, and the UK.
Each agency was given a recovery goal and the brief was to use that recovery goal to tell Global Citizen's story in an authentic and local voice and to leverage Google's action-focused products to mobilize people to become global citizens. We've challenged them to think differently about how to engage today's digital viewer, how we can approach stories for action. We empowered them with a canvas and they showed us how you can drive action to change the world.
What's really great about video action campaigns is all the different canvases that you have within that space. You have the video description, you've got the call to action, headline, and there's all these other things that are at play that you can bring into the story to make it that much more powerful. We're really looking to see if we can drive measurable results and real action for Global Citizen.
It's really, I think, exciting, for us to see a tool in the market that is specifically designed, really with our mission in mind, to see these agencies take on this brief with such passion and such thoughtfulness. They're harnessing creativity to be a force for good and a force for change and a force for growth.
The pandemic is bigger than COVID. It's hunger, it's poverty, and the whole world has to fight together to help the ones who need it most.
Right now, we are in the worst moment of the COVID-19 pandemic in Brazil. The vaccine distribution is happening slowly, while our inequalities are growing fast.
While we were creating, I tested positive for COVID. My lung was 40% compromised. At the hospital I saw the real heroes. I realized that people were fighting, not only against the COVID, but against the other pandemics -- people who don't believe the science, people who have no empathy to others.
YouTube formats are made to deliver a seamless journey from emotion to results, which were perfect for the challenge we had here. With our campaign, we wanted to shine the light on the power of each individual to make a difference. With every Brazilian in pain, we could use this whole new level of empathy to guarantee engagement for Global Citizen.
We see poverty around us all the time. We see hunger everywhere. We are privileged enough to not experience it, but it's something that we see everywhere.
We do feel bad about it, but we also, to be honest, have become a little numb to this. But this pandemic changed that for everyone. The point of scarcity was something that everyone experienced. When the government initiated a national lockdown, there were hordes of people at different supermarkets rushing to collect for food because they were not sure that they were going to have those supplies in the coming time. We thought that using that to make people realize what millions of others go through every day, was a tremendous insight.
Creativity is what I feel will connect to the empathy in people and trigger some action from them against these causes.
Schools are symbolic spaces of learning, growth and refuge. Our creative strategy was to reinforce just how important these buildings are and how shocking it would be to see them disappear. The walls are literally caving in, just like how education currently is around the world. "Stopping This Starts Here" was written to get people's attention in the first few seconds, before allowing them to click through from YouTube to the Global Citizen's website to sign up and stop the destruction happening.
We're basically trying to shock people a little bit to get them to pay attention and ultimately use their power to help resume education for millions of kids.
What Google have done is to do the heavy lifting and give us innovative and intuitive formats like video action campaigns, where it essentially frees us up to be creative again. Now we have the power to reset the expectations of what a direct response or conversion-based ad looks like. And that's a really fun space to play in.
We've hit a point in the climate crisis that we have no going back. We can't undo what we've done. But we can make it better and try to move forward and rebuild.
We questioned and researched whether people have disaster fatigue. Ultimately, we found though that the disaster is less important than the consequence attached to the disaster. So in this case, the uncomfortable nature of watching a fire roar towards a house would stop people and motivate them to act.
The idea behind the Make it Stop campaign, was that we're all so used to seeing this, but we're really letting people know, "You have the power to change this."
There's these guidelines that we are made to follow now in this new normal but we realize that there's a lot of people that are unable to follow these guidelines. That's really shed a light on racial inequality and injustice all around the world and showed that not everybody has equal access to care.
The Global Citizen audience is made up of people who already empathize with the lack of equity in this country. So the goal with our work was to really push these empathizers by engaging them with real stories of real people who live among them and in their communities.
This work allows us to effect action that drives equity and justice in real, substantial, and ultimately measurable ways. There's an opportunity for us to encourage purposeful work that makes a difference.
There are no simple solutions to make the global goals a reality by 2030. There's no silver bullet. And likewise, there's no simple campaign to address the inherent complexity of the global goals to build a better world and to end extreme poverty. However, that's what great story well told has the potential to do. It has the potential to unleash the advocate in all of us.
Stories if done right really should make us want to do something. I think we have to have a renaissance of action. And I think this project is starting to kickstart that with the agency world.
I think this is the best time ever to use creativity and effectiveness to inspire people to take action for other people.
All the things and all the actions that you take in digital spaces ultimately do make a difference in the real world.
We know that this is a global challenge and through this partnership with the creative agencies, with Google, we're excited about new ways to tell these stories and scale our reach across new geographies.
At the end of the day, this project is about mobilizing people to become global citizens. It's so thrilling to see people around the world responding to these campaigns and signing up to do just that.
Only by working together can we ensure that no one is left behind and build a world where everyone thrives in dignity and equality on a healthy planet. Together it is possible.