To present a unified front to world leaders, we asked companies to sacrifice media space during the campaign by choosing a sticky note to cover their own branding. The guerilla marketing applied to buildings, billboards, digital spaces and social media. It was spearheaded by a group of companies known as the Global Goals Business Avengers, composed of Arm, Avanti, Commvault, Diageo, DPDgroup, Google, Mars, NTT, Reckitt, Salesforce, SAP, Unilever and Wood plc. The companies represent over 700,000 employees, with a combined social media reach of over 100 million.
Campaign materials included downloadable creative assets, #worldstodolist social campaign materials and a film. A flexible toolkit enabled businesses, governments and activists to push out the campaign simultaneously in multiple cities worldwide. The work directed back to a microsite, letting businesses and individuals know the actions they can take today. The film opened the UN General Assembly and was featured during the Global Citizen Festival, streaming across six continents to an audience of more than 500,000.