Campaign: Eliminating poverty
Client: United Nations
WPP company: Grey, worldwide
In 2006 over 23 million people participated in ‘Stand Up Speak Out Against Poverty’. The event, organised by the UN, is designed to remind governments of their commitment to the Millennium Development Goals to eliminate poverty and inequality by 2015.
In 2007, Grey provided pro bono marketing and communications support to the campaign. A series of ads projected the full range of poverty and its root causes and highlighted the great need to end hunger, ensure basic education for children and promote equality for women. Grey offices around the world took part, adapting the global campaign messages to reflect local cultures and to captivate a wider audience.
MediaCom offices also procured millions of dollars in free advertising.
On 16-17 October 2007, over 43.7 million people in 127 countries stood up and spoke out, setting a new Guinness World Record.
“We came away from the event overwhelmed at the level of engagement. I don’t recall a movement that was led so powerfully by the voices of the poorest people. There’s something quite extraordinary in that. The role of Grey cannot be underestimated in strengthening the reach and impact of these voices,” said Mandy Kibel, Millennium Campaign.