In My Name
UN GENERAL ASSEMBLY, NEW YORK CITY, 2008
Millennium Development Goals.
Oxfam asked me to come up with an idea to spur 192 world leaders to accelerate progress on implementing Millennium Development Goals – to halve extreme poverty by 2015.
The idea was to get people to challenge their leaders to take responsibility. To do that we had to educate people about the MDGs that had been agreed back in 2000. We created In my Name by turning the popular ‘Not in my Name’ activism of the day into an optimistic challenge. The campaign involved a song, a video, an
In my Name contained an interactive digital element: at the end of the song, Will.i.am invites viewers to upload a short video of what they want their government to do “in their name”. Thousands of people responded, uploading videos about free health care, education, safe drinking water, ending conflict and discrimination. We used the best uploads in a
“I’ve just got one name, it’s easy to remember – BONO – but it’s easy to forget what’s been done in your name…make sure you don’t” – Bono
“I sign my name as a citizen of Korea but above all as a citizen of the world” – Ban
Oxfam, Keiron O’Connor, Nabil Elderkin, Jason Wojciechowski, Claire Lewis, Will.i.am, YouTube
“You see things; and you say, ‘Why?’ But I dream things that never were; and I say, ‘Why not?'”
– George Bernard Shaw