Executive Summary

In an age of growing grassroots activism, many people feel that action happens on the street, not behind the closed doors of the United Nations.

For a body set up to be the collective voice of the people, this was a problem.

WPP brought together a team, led by Grey London, to help the UN reconnect with the world's people and put them back at the centre.

We brought the tools and techniques of modern marketing to the corridors of the UN.

With a new, global campaign that would reinvent how they behave. Shifting them from representing the people to letting the people participate.

Our campaign gave people a voice on the greatest threat facing humanity. Climate Change. Bringing the world's people into the UN to deliver a message in front of decision makers poised to make one of the most important decisions in the history of our planet.