In an age of growing grassroots activism, many people feel that action happens on the street, not behind the closed doors of the UN. WPP assembled a team, led by Grey London and Facebook, to help the UN reconnect with the world’s people. The People’s Seat campaign gave people a voice on the greatest threat facing humanity: Climate Change. It brought the world’s people into the UN to deliver a message in front of decision makers. At each key conference, a spokesperson for the people will deliver a speech crafted from their collective voices from The People’s Seat, directly to the delegates in the room. The speech will be written from the people’s ‘voice’ – gathered across social media through the hashtag #TakeYourSeat. To launch The People’s Seat, Sir David Attenborough was chosen for his authority and resonance with young people. Two weeks before the UN’s COP24 event, he invited the world to #TakeYourSeat in a social media campaign. The ‘Peoples Seat’ idea gave the world’s people a sense of UN participation for the first time. The campaign dominated the global news agenda and helped the UN reconnect with the world’s people and build a community around its Sustainable Development Goals.
WPP: Grey London, MediaCom, Kantar TNS, Lightspeed, Town Productions, BCW, Finsbury, The Social Partners, Circle AI, Whalar, ITB and Getty Images.