NEW YORK: Common Ground, a coalition of the six largest advertising groups in the world, has joined forces with Google to launch a global campaign in support of the United Nations’ Sustainable Development Goals.
Launched at the end of last week, the “Little x Little” campaign aims to use the power of influencers, YouTube and social media to encourage young people of Generation Z to carry out two billion acts of good by 2030.
According to the United Nations, an estimated 70% of Gen Z, or those aged 15 to 24, believe they can make a difference through the choices they make and the actions they take.
With this generation especially active on social media, Little x Little is intended to provide a platform so young people can show the substantial impact of their actions in support of the UN’s 17 goals to end poverty, stop climate change and other major issues facing the world.
“Every day, young people are already pitching in and providing solutions to the world’s biggest problems but they just don’t know it,” said Jillian Mercado, the model and rights activist, who kicked off the campaign along with fellow influencers, including Yara Shahidi, Marissa Rachel, Roxy Rocks, Jessica Dante, Adebola Williams, Gemma Stafford and Khushi Maheshwari.
“This initiative connects these many disparate acts into one massive movement for good and I think we’re all going to be amazed by the wave of change we will create from doing the little things, over and over again” she added.
A campaign anthem video featuring Mercado was posted on YouTube in February and in little more than two weeks it has already garnered more than 15m views.
Speaking on behalf of Google, Torrence Boone, VP of global agency development, said: “Video can affect us like no other medium. It can educate, build understanding and even change the way we see our world.
“It’s exciting to see Common Ground’s Little by Little campaign come to life and we’re proud that YouTube’s platform and influencers will play a crucial role in spreading this important initiative.”
Common Ground – an initiative formed in 2016 by Dentsu, Havas, IPG, Omnicom, Publicis and WPP – is also fully involved in the campaign.
In a joint statement, the CEOs of the partnership said: “Common Ground was born of the idea that, as an industry, we can set aside our differences to support the agenda of the 17 global goals. Little by Little is proof that this is not a theoretical ambition, but an achievable goal.”
Sourced from United Nations, Common Ground; additional reporting by WARC staff