Unite to Act

The global SDG campaign for the midpoint of the 2030 Agenda.

UN SDG Action CampaignGlobal2023

Client: UN SDG Action Campaign
Partners: UNDP Bangladesh · UN Mongolia
Location: Global
Date: 2023
My role: Campaign lead

Launched at the midpoint of the 2030 Agenda, Unite to Act was a global campaign to mobilise people and institutions towards collective action on the SDGs. As campaign lead, I developed the strategy, creative direction and engagement model across physical, digital and hybrid platforms.

At its heart was the Unite to Act Ribbon, a symbol of connection and shared responsibility linking actions across continents. One digital-first framework brought together storytelling, real-time social engagement and on-the-ground activations: the SDG ACTivator, the SDG Mural in Bangladesh, the SDG Museum in the Philippines and the SDG Metaverse, supported by open-source kits for localisation.

The results: more than 156 million SDG actions, 122 million people reached and a 35% rise in hashtag performance quarter-on-quarter.

156MSDG actions

122Mpeople reached

+35%hashtag performance, quarter-on-quarter

Gallery

14 images · click to enlarge

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Highlights

SDG Museum

Philippines

A 3,600-square-metre museum that welcomed more than 200,000 visitors in its first year, with every visit ending in a pledge on the SDG Global Map.

SDG Metaverse

Virtual

Avatars staged “meta-stunts”, art exhibitions came alive and collaboration hubs sparked campaigns across continents.

SDG ACTivator

Global

A real-time digital map turning millions of individual commitments into visible, collective momentum.

SDG Stunt

Ulaanbaatar

Communities, youth, artists and government leaders united under one banner through performance, storytelling and public dialogue.

SDG Mural

Bangladesh

Painted by the SDG Socializers with UNDP Bangladesh, public walls became local versions of the Unite to Act Ribbon.

Campaign contributions

Developed Unite to Act as the global SDG campaign for the 2023 SDG Summit, reframing individual action as part of collective momentum.
Led the design integration of the Unite to Act Ribbon as the campaign’s core identity.
Built collaborations with UN agencies, governments, youth networks, civil society and cultural institutions.
Co-created the SDG ACTivator and immersive experiences including the SDG Museum and SDG Metaverse.
Designed localisation toolkits and engagement guides adopted by thousands of organisations.
Delivered murals in Bangladesh, exhibitions in the Philippines and participatory actions worldwide.
Built strategies and real-time activations that lifted hashtag performance by 35% quarter-on-quarter.