Campaign details

Brand: The United Nations

Campaign Overview

The UN wanted to be seen as the world's most important active platform for change, but faced a perception problem due to a lack of understanding about its role.


The People's Seat campaign, with a media budget of just £65,000, was created as a way to address perception issues.

Social media was used to gather the people's voice, forming the basis for speeches by The People's Seat representatives.

This would enable the UN to inspire direct action on climate change through the creation of the Messenger

A team of agencies came together to help the UN reconnect with the world's citizens and put them back at the heart of the matter.

UN Secretary General, Antonio Guterres delivered one of his most direct and ground-breaking addresses, raising the alarm on climate change and aligning the issue to The People's Seat.