Another Way to Win A Lion: Using Creativity for Good
Last month marked the 72nd annual United Nations General Assembly (affectionately nicknamed UNGA by those in the know). At this year’s UNGA, much of the focus was around the Sustainable Development Goals (SDGs). And this year, the ad industry got in on the action, too.
Back up just a second. What are the SDGs?
The SDGs are 17 high level goals that the UN put together at its 2015 general assembly. They tackle our world’s biggest problems from ending poverty to fighting for gender equality and building smarter cities. The SDGs emerged as a stronger version of an old agenda established at the turn of the century, the Millennium Development Goals. The old goals were never realized for several reasons; one of the largest being just how drastically our world changed between 2000 and 2015. When they were first created, no one could’ve predicted just how drastic a role technology would play in shaping the way we achieve these goals. This time around, it’s been absolutely crucial. And so has the role of the private sector.
It’s Not Just a Conference for Diplomats Anymore
In developing the SDGs and bringing them to life, the UN has made it clear that these global goals are not just for high profile politicians. Everyone from LinkedIn CEO Jeff Weiner to Mars CSO Barry Parkin attended this year’s General Assembly as thought leaders in the area of sustainable development. Large traditional corporations, small tech startups and public service workers have all come together to talk about the biggest problems plaguing our planet. This year’s UNGA even included a Media Zone that broadcasted talks live around the world, so those who couldn’t be in New York could still participate and be heard in real time.
Cannes is getting involved, too!
To help advance these goals, Cannes chairman Terry Savage announced a brand new Lion that will be launched in 2018. Appropriately named the Sustainable Development Goals Lion, the new award will help drive global awareness of the UN’s ambitious goals.
Terry had this to say about the new Lion:
“At Cannes Lions we know that creativity can be a positive force for good, and the combined power of the communications industry is formidable. Major players have been involved with the United Nations global goals initiative for some time and we’ve been proud to be able to give their work a platform.”
Cannes will begin taking entries for the SDG lion in January 2018. Any and all advertising related to the goals will be considered for awards at next year’s festival. It’s an exciting time to be in our industry!
Want to learn more about the goals?
The official document for the Sustainable Development Goals from the original 2015 UNGA can be found here.
