To kick-start the campaign, model and activist, Jillian Mercado, is featured in the anthem video which has already garnered more than 15 million views in just two weeks.
At launch, she will be joined by a global roster of influencers – UN ambassadors and YouTube creators curated by FameBit – who will share their stories, content and actions on YouTube and other social platforms, including Yara Shahidi, Marissa Rachel, Roxy Rocks, Jessica Dante, Adebola Williams, Gemma Stafford and Khushi Maheshwari. The voices of these global influencers will be amplified by a host of other creators in the Usa, Uk, India and Nigeria as they inspire user-generated content from their followers to save the world with little actions.
This global campaign is under the banner of Common Ground – the initiative by the world’s six largest advertising groups to support the Sustainable Development Goals. In April 2017, the six founding members of Common Ground, Dentsu, Havas, IPG, Omnicom, Publicis and WPP alongside Wieden + Kennedy – with the financial, creative and logistical support of Google – came together under the banner The Common Futures Project. The initial direction was conceived in a hackathon in New York drawing on resources from all agency partners and then developed further by a coalition of agencies including Sapient Razorfish, Ogilvy and Mediacom.
About Common Ground
Launched by the world’s six largest advertising groups (Dentsu, Havas, IPG, Omnicom, Publicis Groupe and WPP) in June 2016 at the Cannes Lions International Festival of Creativity, Common Ground represents a working partnership that transcends commercial rivalry to: accelerate the achievement of the SDGs; demonstrate to the industry and world that the goals are of universal importance and require universal contribution; and inspire other industries to follow suit. Each group has since launched a series of initiatives under the Common Ground banner, with Little by Little representing the physical manifestation of that partnership.
About the 2030 Agenda for Sustainable Development
In September 2015, UN Member States unanimously adopted the 2030 Agenda for Sustainable Development, focused on the three interconnected elements of economic growth, social inclusion and environmental protection. With 17 Sustainable Development Goals (SDGs) at its core, the Agenda is universal, integrated and transformative and aims to spur actions that will end poverty, reduce inequality and tackle climate change between now and 2030. www.un.org/sustainabledevelopment
