How do you take 17 complex, global goals set for the next 15 years and turn these into one big idea that everyone can get behind NOW?

The answer: You can’t.

So we did the opposite. We explained what it meant not to be part of the movement. Simple by pointing out something most of us feel is true:

“We are not a generation of bystanders.”

We leveraged this amplifying truth, because when one person acts and defies being a bystander, the science shows that others will take action as well.

Suddenly, the Global Goals were not about complex and impossible challenges.

They were about you.

Real people who share a real desire to take action.

Our message became a rallying cry worldwide, from world leaders and prime ministers to millions of citizen that signed up and took action.

To fit our prioritized target audience we focused all efforts on digital and social.

We took the bystander-message and method for action across Global Citizen’s digital ecosystem, leveraging Facebook, Twitter, Instagram and YouTube.

The assets included social posts, media alerts, social video, ambassador quotes, and facts sheets.

Central to the first phase of starting the movement we launched a real time ambassador program including politicians, institutions, opinion leaders and artists. Pre-during-and post day of action at The Global Citizen Festival in NYC, organizations, politicians, musicians, celebrities and public figures alike shared and declared WE ARE NOT A GENERATION OF BYSTANDERS.

To sustain the impact we used the Bystander-platform to frame social action tools on the Global Citizen digital hub. After six months people all over the world are still using it.

Awareness results:

The total reach up to date is 624 million impressions in social media alone

Engagement results:

The number of sign-ups to Global Citizen increased by 680 percent compared to previous year.

Output results:

Over 1,670,000 actions taken by citizens all over the world as a direct result of the campaign.