Little x Little is a global campaign we've just launched under Common Ground, an initiative that unites the 6 big advertising agency groups around the UN's Sustainable Development Goals (SDGs). Developed in a superb collaboration with Google and with participation from all of these traditionally fierce competitors, the campaign has been a labour of love for a team drawn from many corners of the industry. Our goal is to inspire 2 billion acts of good by 2030 in support of the SDGs. Early on, we knew our focus was to inspire Gen Z to take action in a way that felt accessible and sustainable, so we decided to show them that the sum of many individual small acts can change the world. Given that we chose to focus on Gen Z, using YouTube as a hub for spreading the word was a natural choice. The campaign only recently launched, but there's already great participation from YouTube creators around the world. Some of my favourites include model and activist Yara Shahidi's pledge to get involved, motivational speaker Adebola Williams' heartfelt appeal and Roxy Rocks' infectious energy.
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