Online spots, Webdesign, Engagement Platform, Posters.
When a disaster strikes, aid workers need resources like food, shelter and medicine to help the victims. But while people want to help, often the only resource they have to give are their words of support, strength, hope and peace, which can be seen across all social media channels. In 2013 the United Nations asked us to create a campaign for World Humanitarian Day that would help generate funding for humanitarian aid so that they have the resources they need for both ongoing and new humanitarian aid efforts.
Our solution was to turn people’s words of support on social media into action. We created a first of its kind marketplace for words called ’The World Needs More’. Brands and individuals are invited to sponsor a word they think the world needs more of. Every time that word is shared using #TheWorldNeedsMore, your post automatically gets branded by the sponsor and a percentage of the sponsored amount is unlocked.
On World Humanitarian Day we launched the marketplace for words by asking a simple question. What do you think the world needs more of?
Beyoncé, Kid President, the UN SG Ban Ki-Moon, David Guetta and Mikky Ekko helped us spread the message.
TheWorldNeedsMore.org was the home of the platform and hub of all the content.
The campaign raised awareness around the world.
Launch Event and Music Video Case Study
Client: United Nations
Agency: Leo Burnett New York
Chief Creative Officer: Jay Benjamin
Executive Creative Director: Kieran Antill, David Skinner, Darren Wright, Michael Canning
Senior Art Director: André Gidoin
Executive Producer: Jeremy Fox
Editing: Beast New York
Digital Production: Stink Digital
Production Assistant:Tom Pina
Kid President film production: Soul Pancake
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