Campaign by Common Ground Rooted in Truth that Exponential Change Is Possible through Repeated Little Acts by Largest Generation
Launched by six of the world’s 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 and alliance that transcends commercial rivalry.
“Little by Little”, a global campaign under the alliance’s banner, is rooted in the truth that exponential change can be made possible through the repetition of little acts by the largest generation on earth.
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 US, 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 the alliance—the initiative by six of the world’s largest advertising groups to support the Sustainable Development Goals. In April 2017, the six founding members of the alliance, 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.
“We have a blueprint for a better world – the Sustainable Development Goals. Little by Little is about young people around the world coming together to build a movement for success. It is based on a powerful notion. Yes, we face a lot of big problems – but we can start fixing them through a lot of small acts. Step by step, little by little, we will get to a better world,” said Amina J. Mohammed, the Deputy Secretary General of the United Nations, commenting on the initiative.
“The alliance was born of the idea that, as an industry, we can set aside our differences to support the agenda of the 17 global goals. Little by Little is proof that this is not a theoretical ambition, but an achievable goal,” said the CEOs of the Common Ground partnership in a joint statement.
“Video can affect us like no other medium. It can educate, build understanding and even change the way we see our world. It is exciting to see the alliance’s Little by Little campaign come to life and we are proud that YouTube’s platform and influencers will play a crucial role in spreading this important initiative,” said Torrence Boone, Google spokesperson, VP Global Agency Development, explaining their support for the project.