Project Everyone

Sustainable Development Goals - Halftime

Al Pacino
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The Challenge

The world is now at Halftime when it comes to the Sustainable Development Goals - a collection of 17 interlinked goals agreed by world leaders at the United Nations in 2015 which aim to end poverty, protect the planet, and ensure prosperity for all by 2030. However, only 15% of the Goals are on track to be met, with the triple impact of COVID-19, conflict, and the climate crisis reversing years of hard-earned development progress.

We were tasked with supporting Richard Curtis’s organisation, Project Everyone, to create mass awareness of the importance of reaching these goals.

The Solution

With global leaders preparing to gather at the UN General Assembly in New York, there was a huge opportunity to reach the people who could really make a difference. We needed them all to understand the progress that has to be made and the fact that this ‘halftime’ milestone had just been reached.

Enlisting the help of Hollywood A-lister, Al Pacino, a new version of his iconic halftime ‘inch by inch’ speech from Any Given Sunday was created. The new version, including a voice over from Pacino himself, highlighted the importance of the Sustainable Development Goals and focused on achieving ‘one of the greatest second-half comebacks of all time’.

Armed with this attention grabbing content, our London, New York and Broadcast teams worked hand in hand to land coverage in the most influential media in the world to ensure the global leaders at the UN had no doubt about the task in hand.

[Courtesy of Warner Bros. Discovery, Inc.]

ANY GIVEN SUNDAY and all related characters and elements © & ™ Warner Bros. Entertainment Inc. (s23)

Project Everyone V2

The Impact

The campaign delivered over 2,000 pieces of editorial coverage across national and broadcast media all over the world. With influential media including BBC News, Reuters, Sky News and hundreds of TV channels across the UK, US and Europe all helping to drive change.

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