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Film Director Richard Curtis's "Project Everyone" Poster Scope Collaborates on the World's Largest OOH Campaign
Project EVERYONE, aimed at raising awareness of the United Nations' Sustainable Development Goals (SDGs), launched the world's largest outdoor advertising (OOH) campaign from September 26 to October 2, 2015. It conveyed messages such as "Address climate change and eradicate poverty by 2030."
In December, Poster Scope, the OOH agency of Dentsu Inc. Aegis Network that played a leading role in the campaign's implementation, released its content on video sites like YouTube.
Project Everyone is an initiative launched by Richard Curtis, the film director known for works like "Love Actually" and founder of the UK charity Comic Relief. Based on the belief that "the best way for the UN to achieve its goals is for everyone to recognize them," the campaign aimed to reach 7 billion people in 7 days. It utilized every possible medium, including digital OOH screens, media outlets, and product packaging.
One hundred twenty-five media companies around the world supported the campaign. Digital screens at 146,000 locations in 450 cities across 28 countries and regions, including Piccadilly Circus in London and Times Square in New York, were provided free of charge. In Tokyo, with the understanding and cooperation of various media companies, the message was displayed prominently in Shibuya and Shinjuku (photo).
Annie Liccardo, Global CEO of PosterScope, said, "It's wonderful to have the opportunity to participate in an initiative like Project Everyone. We are very happy to be able to use our media network and connections to raise awareness of the challenges facing the world and to make small but sure changes in our daily lives and society."
Phil Georgiadis, Chairman of Blue449, the media agency that worked with PosterScope to secure advertising space, commented, "Project Everyone was a perfect opportunity to leverage the power of open source collaboration. PosterScope was able to engage its partner media owners to secure an extraordinary level of exposure for a global goal, and through the process, reminded us of the impact of outdoor media."
Curtis stated, "We were supported by many partners. I was deeply moved that so many brands, consumers, and organizations embraced this new concept. Especially, PosterScope and Blue449 played a major role in encouraging cooperation from outdoor advertising owners, spreading our message, and raising awareness about various issues. Thanks to them, we secured space in the busiest areas of major cities worldwide, visualizing the shared global goal and the significance of Project Everyone."
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