Honourable Mentions | 2020
Change the Sequence
Driving SDG action through global sequential storytelling campaigns on YouTube
To understand how change could be forged by the power of storytelling, YouTube partnered with the United Nations and Tribeca Enterprises to raise awareness and action for the Global Goals by building impactful sequential storytelling campaigns on YouTube. Through collaboration, this initiative brought together world-class agencies and filmmakers to tell stories that spark decisive action and achieve real-world outcomes.
Collectively the campaign drove 37 million views, 275 million impressions and 330,000 clicks to share or learn more amongst global citizens across the United States, Thailand, Australia, the United Kingdom, Brazil, and Germany. Additionally, the global campaigns increased traffic to the United Nations’ Global Goals website by 120% year-over-year, and new visitors to the website grew by 80%.
This initiative provides an outstanding example of how brands can play a crucial role in building more equitable, sustainable, and inclusive societies. In 2021, YouTube will expand their partnerships to leverage Google products to drive even greater engagement for a more sustainable future, via collaboration with leading global creative agencies, performance media agencies, and Global Citizen.
This initiative is powered by: AMV BBDO (UK), Dentsu Thailand, Deutsch (Los Angeles), Emotive (Sydney), Goodby Silverstein & Partners (San Francisco), Grabarz & Partner (Hamburg), Leo Burnett (Chicago), Wunderman Thompson (Sao Paulo), YouTube, Tribeca Enterprises.