Project Everyone: How the UN targeted a campaign at 7bn people in seven days

This article discusses a global campaign for the United Nations, which aimed to reach everyone on earth in a week with news of its Sustainable Development Goals.

Project Everyone: How the UN targeted a campaign at 7bn people in seven days

Joseph CliftWarc

“I’m a refugee from insurance and I’m working on this brilliant project – and we’ve only done the first bit.”

So said Amanda MacKenzie, CMO of Aviva, the UK’s largest insurer, speaking at IAB Engage, an event organized by the digital marketing trade body and held in London in October 2015.

In late 2014, MacKenzie announced her participation in Project Everyone, an initiative organized by filmmaker Richard Curtis and aimed at getting everyone on the planet to hear about the United...

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