| Brief | In January 2015, the United Nations created the 17 Sustainable Development Goals: a comprehensive plan to solve the world’s biggest problems by 2030. Gen Z – the generation that will actually inherit this world in 2030 — isn’t convinced. They know the world needs help but they don’t think any one thing they do can actually matter on the global scale.The premise was simple: right now, Gen Z represents the largest population in human history. And the goals represent the most ambitious plan in human history.So if you could convince each person in the world’s largest generation to do just one thing for, it would be the largest collection of positive acts history has ever seen. And those ambitious, seemingly overwhelming goals would, little by little, start to check off.Inspired by the new :06 bumper format, Little by Little launched with a global call to action. An anthem film featuring model-activist Jillian Mercado spread the Little by Little philosophy and asked Gen Z a simple question: how can you save the world in just six seconds?So just do one thing, record it, and tag it #littlexlittle. That way, your action won’t be in a vacuum. It’ll be laddering up to something bigger. Your one little drop would actually be part of 2 billion just like it.The anthem video received over 30 million views in just two weeks. Over 10 influencers responded all across the globe — from the west coast of the United States to Nigeria. The Deputy Secretary General of the UN even created her own video.As a whole, the campaign surpassed impact and reach expectations on every level. More importantly, though, it’s the biggest first step ever taken towards saving the world we’re all going to inherit. |
