THE GLOBAL GOALS

UN GENERAL ASSEMBLY, NEW YORK CITY, 2015 

ISSUE

Ending poverty, fight inequality and tackle climate change by 2030.

OBJECTIVE

On 25 September 2015, at the UN General Assembly in New York, 193 member states formally adopted a set of 17 goals to end poverty, fight inequality and tackle climate change.

SOLUTION

We were set the challenge by Project Everyone to ‘get the goals to everyone in Africa’. In a few short months, a continent-wide campaign was conceived and actioned. Twelve A-list artists and producers from six African countries came together to record a song and music video to popularize the Global Goals campaign in Africa.

We partnered with Every1Mobile and invited feature phone users across Africa to write some lyrics for the song. We were overwhelmed by the number of entries that poured in over a 10-day period. Two verses (one French and one English) were chosen from the songwriting competition which saw a total of 5712 verses entered from 24 African countries.

The result: “Tell Everybody” featuring; Sauti Sol from Kenya, Becca and Sarkodie from Ghana, Diamond from Tanzania, Mafikizolo from South Africa, Toofan from Togo and Yemi Alade from Nigeria … and Africas first crowdsourced song.

COLLABORATORS

AFRICA CREATES secured funding from Unilever for the Tell Everybody video as well as taking 9 artists to New York to perform on the Global Citizen stage in 2015. Unilever was so taken by the African song that they created their own South African version of the video and spun a unique campaign around it. The Tell Everybody campaign received a 1:9 Return on Investment (ROI) rating for Unilever. AFRICA CREATES also negotiated a deal for pop duo Mafikizolo to become brand ambassadors for Unilever’s #brightfuture campaign.

“You see things; and you say, ‘Why?’ But I dream things that never were; and I say, ‘Why not?'”
– George Bernard Shaw

 

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