U.N. Millennium Campaign

Commitment to Action

U.N. Millennium Campaign

Commitment by

Y&R Advertising, WPP

Y&R commits to create a multi-media campaign for global execution in order to maintain momentum for the UN's anti poverty agenda, through the 'Stand Up against Poverty' Event. The Event was created to mobilize people from around the world to stand-up and be counted in a 24 hour period and create a movement that will pressure governments to achieve the agreed to Millennium Development Goals. Guinness World Records will partner to record the record-setting numbers.

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Tabs

Overview

Summary

Commitment

U.N. Millennium Campaign

Launched

2005

Est. Duration

1 year

Estimated Total Value

$10,265,000

Region

Europe

Commitment by

Y&R Advertising, WPP

Partner(s) of the Commitment Maker(s)

Wunderman, H&K, MEC, Kinetic

Details

Y&R created a multi-media campaign for global execution, including:
1. Developing and producing radio, TV, outdoor, viral, internet, and airport signage
2. Y&R's local country offices are translating, localizing and producing materials to run in Africa, India, Italy, Germany, Spain, Portugal, Japan, Thailand and the US.
3. MEC has secured donated media from magazines, newspapers, radio stations, cinema in the US and globally as well as outdoor, mall placements, and airport diorama.
4. Wunderman has created an 'event in a box' which will be used to provide materials for 'stand up' events.
5. H&K is providing global PR support
6. VML is creating a landing page, a more robust website and a viral video campaign,
7. Partnerships and events brokered by Y&R/WPP include: Google support, Current TV, My Space, NFL and local NFL teams in the U.S.; celebrities are sought to appear in print/TV campaign.

Background

In the year 2000 world leaders from 189 countries adopted the Millennium Development Goals and promised to create a better world for everyone by 2015. To maintain momentum for this anti-poverty agenda the United Nations Millennium Campaign group created the 'Stand-Up' challenge to mobilize people from around the world and monitor this entire process via Guinness World Records. Working at both a global and a national level the ambition of the Millennium Campaign is to create a movement that will inspire citizens to hold their governments accountable to the commitments made to the eight root causes of extreme poverty outlined in the MDG's. This event is scheduled to take place around the world on the 15th and 16th of October 2006.