Top agencies partner with YouTube to bring UN goals to life in a new campaign

Last year at Cannes, we announced a partnership with Common Ground and the United Nations for The Common Future Project, bringing together talent from the world’s largest agencies and communications groups to mobilize Generation Z around the UN’s Global Goals.

Over the past few months, our team has been working together to build #LittleXLittle, a global campaign launching today on YouTube. We’re working to inspire 2 billion young people to take simple, micro-actions that can collectively save the world.

Because this generation is more than just big, it’s a passionate group of young people who are fired up. They know what they care about and which issues matter to them but they don’t think they have the strength or the numbers to make an impact.

The campaign encourages each member of Gen Z to take one simple, six-second action for the cause of his or her choice. And we can show that those little actions—when multiplied by the largest generation in human history—can make progress on history’s ambitious roadmap to save the world. Why six seconds? We know that even in this short amount of time, you can take one small action, and deliver one powerful message—just like how YouTube encourages brands to deliver messages in six-second ads.

We’re building on the buzz of our anthem spot by calling on global creators, UN influencers, and members of Gen Z to share their tips, ideas, and inspiration and show how we all have the power to change the world in as little as six seconds. The campaign will include a range of ads, including short-form bumpers—perfect for showing how small things can make a big impact.

The teams also partnered with FameBit to enroll a range of influencers and creators who can galvanize and mobilize Gen Z and add their voices to the movement. Creators from the U.S., U.K., and India have already created their own videos encouraging their fans to support their causes Marissa Rachel whose YouTube channel has over 1.5M subscribers, for example, aims to inspire her community to take action against goal #4: Quality Education.

The campaign will be supported by a media grant from YouTube, and will run in U.S., U.K., Nigeria, and India. We’re thrilled to be able to shine a spotlight on the great collaboration of these agencies coming together for the common good.

Feeling inspired? Visit the to get involved. We hope you’ll take a picture, share a video and tag it with #LittleXLittle to show the world how you’re taking action.