Flip theScript

In the aftermath of COVID-19 and amid converging crises, the UN SDG Action Campaign launched Flip the Script, a global campaign to mobilise people for a healthy, just and green recovery — and to prove that transformative change is possible when we act together.

The campaign flipped negative narratives into positive ones: the climate crisis will not end humanity, because humanity will end the climate crisis; girls cannot change the world becomes the world cannot change without girls. Its rallying cry: turn apathy into action, fear into hope and division into unity.

Digital-first but visible in the street, it ran on billboards and activations alongside hero films, AR filters, GIFs and open-source multilingual toolkits. Every action, from voting to buying responsibly, could be logged on the SDG Global Map. The 2022 launch reached millions through its master video and global rollout.