ABOUT
The Sustainable Development Goals (SDGs) are a collection of 17 global goals, established by the General Assembly of the United Nations. The SDGs are part of United Nations General Assembly Resolution 70/1: "Transforming our world: the 2030 Agenda for Sustainable Development", which was later shortened to 'Agenda 2030.' The goals are broad and interdependent, but each has a separate list of goals to be achieved. Achieving all 169 targets would indicate achievement of all 17 goals. The SDGs cover social and economic development issues, including poverty, hunger, health, education, global warming, gender equality, water, sanitation, energy, urbanization, the environment, and social justice.
We’ve make quick mockups just to envision the idea and to have a pitch with the brand, what never happened. So we tried to reach them out by direct messages over social network, so we finally had an feedback - telling us to send an email with the ideas. But we never had an answer about that yet.
Concept: everything is connected
Looking at the 17 goals and their colors (which graphically represent each goal), we see that when we cross certain goals with others, the result is a third goal, showing that, in fact, everything is connected, and the whole set, working harmoniously and connected, is that it makes sense.
For example: when we cross (1) No Poverty with (16) Peace, Justice and Strong Institutions, we see that the goal (8) - Decent Work and Economic Growth is almost a result of this equation. Likewise, if we take the colors red (1) and add the color blue (16), it gives a dark purple which is the color (8).
Another example: (7) Affordable and Clean Energy + (14) Life in Water, results in goal (13) Climate Action. Likewise, their colors connect and complement each other.
From this insight, and because we have started the new decade towards 2030, we thought of a series of pieces where colors and their legends make this “complementation” game, aiming to show a connected whole.
The concept “everything is connected” goes through the current positioning of OYW, where a group of coordinated actions happen for the global benefit.
We add to this concept a text that summarizes the idea of the 17 Sustainable Development Goals (SDGs), as well as bringing together the vision and the beliefs of OYW. Thus, we have the text that sustains, in an argumentative way, the idea of the campaign as a whole:
“The Sustainable Development Goals (SDGs) are a collection of 17 global goals, established by the UN Assembly, from the “2030 Agenda”, on social and economic development, including poverty, health, education, gender equality, work, energy, environment, economic growth, social justice, among others. As we inaugurate a new decade, here at One Young World, we truly believe that impactful young leaders can create a better world, with more responsible, more effective leadership.”
For social networks:
. Posts (squares) for Instagram - can make a mosaic in the institution's toll body; and posts (squares) for Facebook - “carousel” style;
. Stories for Instagram;
. Video for Youtube (?).
For outdoor media:
. Sequential billboards in places with a large flow of people, if there is a budget or partnership with billboard companies.
. Digital billboards, if there is a budget or partnership with billboard companies.
For print media:
. Posters format A2 (48x64cm) and A1 (64x96cm);
. Newspaper and magazine, if there is a budget or partnership with media companies.
Merchandising and Collaterals:
. We could expand the materials for other things, like t-shirts, ecobags, or other things OYW needs, using the visuals of the campaign.
MADEIT CREDITS
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One Young WorldClient
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DanielChief Creative Officer -
Luciana OliveiraGraphic Designer -
DH,LO Creative BoutiqueAdvertising Agency
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Daniel has been a Contributor since 23rd February 2018.