A PARTICIPATORY DOCUSERIES WITH THE UN - CATALYZING 21K SDG ACTIONS
In a world where storytelling drives action, the United Nations Joint SDG Fund took a bold step to engage global audiences through a unique, gamified marketing campaign. This activation centered around the launch of Turning Point, an 8-part documentary series that spotlights everyday heroes making extraordinary contributions toward a sustainable future. With star power from renowned figures like Forest Whitaker, Maggie Baird, Van Jones, Sabrina Elba, and Gemma Styles, the campaign set out to do more than just educate—it aimed to inspire and mobilize.
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CAMPAIGN GOALS: SPREADING THE WORD, DRIVING ACTION
The primary goal was clear: to amplify the critical messages within the documentary, encourage viewership, and generate a wave of user-generated content on social media. Each episode dives deep into one of the Sustainable Development Goals (SDGs), revealing powerful stories of change and highlighting the actionable steps each of us can take to contribute.
To achieve this, the campaign was designed as an interactive experience that would not only inform but also engage. Participants were invited to share their own sustainability stories, test their knowledge, and spread the word to their networks.
INCENTIVIZED ENGAGEMENT: REWARDS WITH IMPACT
To motivate audiences, the campaign introduced innovative rewards, marking a first in the sustainability space. Participants had the opportunity to earn an exclusive SDG badge, a symbol of their commitment to sustainability. A few lucky individuals also earned a once-in-a-lifetime chance to virtually meet the documentary’s celebrity hosts and attend an exclusive storytelling workshop with Turning Point Director, Peter Glatzer. These rewards not only incentivized participation but also reinforced the campaign's goal of turning viewers into active contributors to global sustainability.
Instagram, a platform known for its visual storytelling, was the central hub for this activation. The focus on Instagram allowed participants to share their own content, amplify the SDG message, and engage with like-minded individuals. Utilizing targeted hashtags and interactive challenges, the campaign successfully built a community of engaged followers eager to contribute to the cause. From personal stories of small-scale community projects to creative interpretations of the SDG themes, the platform buzzed with authentic, passionate voices.
The results speak for themselves. The campaign generated an impressive 21,000 actions, a metric that included user-generated content, social media sharing, and answering quiz questions related to the documentary. This engagement went beyond the virtual world, sparking conversations, educating audiences, and encouraging participants to take sustainability actions in their own lives.
At the heart of this campaign was Turning Point, a participatory docuseries featuring eight individuals whose work and dedication are paving the way for a better world. The series is a journey through inspiring stories—like Van Jones’ pioneering efforts in the green collar economy and Forest Whitaker’s unwavering commitment to global peace initiatives. Each episode acts as both a celebration of progress and an invitation to viewers, encouraging them to play their part in building a sustainable future.
The campaign’s success is a testament to the power of storytelling combined with action. By blending compelling narratives with interactive challenges, the United Nations Joint SDG Fund has shown that inspiring change requires more than information—it demands engagement. Through this campaign, viewers were not just passive recipients; they became active participants in a global movement, each contributing to the ambitious, yet essential, Sustainable Development Goals.
As we look to the future, it's clear that innovative campaigns like this one are the key to mobilizing the next generation of sustainability champions. The journey doesn’t end here; it’s just the beginning. Turning Point is not only a documentary—it’s a call to action, and each of us has a role to play.