Zero Point Seven.
Zero Point Seven
Branding, Digital, Campaign
In November 2012 I was part of the team that won the Bill & Melinda Gates Foundation's Cannes Chimera initiative. The initiative is aimed to use the creativity of communication professionals around the world to help solve global problems. We were awarded a $100,000 grant to develop our idea – which aimed to reinvent the longstanding 0.7% aid target.
The 0.7% aid target was introduced in 1970 by the United Nations to encourage rich nations to use 0.7% of their annual wealth to reduce poverty and boost economic growth in the developing world. After about a year we found ourselves face to face with the Assistant Secretary General Jan Eliasson and other senior diplomats at the UN’s Headquarters in New York.
We pitched our idea and suggested a small change in policy that could make a big change to the world. 0.7% shouldn’t just be a target for governments, it should be a target for everyone - that was the core premise. The UN loved the idea and decided to partner with us on the project and the Give 0.7% movement was born.
Our goal was to craft an identity that had enough visual edge for a celebrity or a top-tier brand to not be embarrassed to wear or endorse the initiative. On the flip side we didn't want it to be too try hard or cool for the sake of being cool. The brand required a fine balance of creative edge and sensitivity to the subject matter whilst providing us with a platform to communicate on many levels, including brand partnerships.
The outcome is a strong and clean brandmark that subtly plays upon how small of an amount 0.7 really is. It's a a clean, bold brand identity which, along with a punchy red, black and grey colour palette, gave us the tools we needed to craft an engaging cross-platform brand experience.
Before we launched the inniative in its entirety we first needed to introduce this largely unknown number to the masses. So we launched a campaign that asked people to give 0.7% of their day, just 10 minutes and 5 seconds, to find out about the target, it’s history and it’s future.
The initiative launched with a film that lasts for 0.7% of one day - that’s just ten minutes and five seconds. Although the message is serious, the idea was to not make it your average, heart wrenching charity video, so instead we created a mashup of culturally relevant and often hilarious youtube videos to explain why we should all give 0.7%.
We crafted a simple single-page scrolling website to support the campaign online – providing an engaging narrative that encouraged users to watch and share the video, and ideally make a donation. The user experience was also given additional depth by subtle interactions and gently layered key images.
“After about a year we found ourselves face to face with the Assistant Secretary General Jan Eliasson and other senior diplomats at the United Nation’s Headquarters in New York.”
Jack De Caluwe – Creative Director at Future Büro (2014)