The Forces Behind the The World’s Most Important Campaign in support of the United Nations Sustainable Development Goals Take on Madison Avenue & Advertising Week

Media Partners Discuss Plans on How to Reach Global Audience to Promote Action related to the Sustainable Development Goals


NEW YORK, NY, Oct 6, 2015 – One week after the Sustainable Development Goals were officially adopted by the United Nations General Assembly, creative media leaders gathered at a panel during Advertising Week to discuss the implementation of The World’s Most Important Campaignto be launched in January.


The World’s Most Important Campaign is a 15-year global communications strategy focused on creating a unified brand for the Sustainable Development Goals (SDGs) and inspiring global citizens to take action to achieve success.


Moderator Jason Harris, President & CEO of the creative advertising agency Mekanism, led the panel. Panelists included Communications Director and Spokesperson for the President of the United Nations General Assembly, 70th session Dan Thomas, Co-Founder & Chairman of PVBLIC Foundation, Sergio Fernández de Córdova, Founder & CCO of Tröllback + Company, Jakob Tröllback, and Founder of the People + Planet Project, Natalia Vega-Berry.


Dan Thomas represented the United Nations perspective on the panel and spoke about the development of the goals and the process behind having them approved by all 193 member countries. Thomas stressed that the UN has recognized the importance of public-private partnerships especially in terms of spreading the message of the goals and is hopeful about the future of The World’s Most Important Campaign‘s implementation.


Jakob Tröllback discussed his involvement in the development of icons that will be used as universal images that support the SDGs brand. The images are simple, and their meaning translates across all global audiences.


PVBLIC Foundation has helped identify various influential partners that can help amplify the messages behind the SDGs. Sergio Fernández de Córdova explained, “When [PVBLIC] started working with the UN Office for Partnerships last year, we asked ourselves ‘how dowe take this global?’” PVBLIC has since gathered commitments from over 170 organizations that want to help promote and achieve the SDGs over the next 15 years and will continue to facilitate these partnerships.


Natalia Vega-Berry discussed the importance of creating action networks that will allow people to get involved. Vega-Berry’s People + Planet Project provides a platform for global citizens to engage in discussion on how to create social change related to the SDGs.

The World’s Most Important Campaign will have its official launch in January 2016. Mekanism is currently working as the creative leader behind the campaign’s advertising efforts.


The panel helped initiate discussion and awareness to the public and advertising industry about the future efforts. In order for the goals to be accomplished, global participation is necessary.


Tröllback concluded the panel with a motivating final remark stating, “Let’s do something that will make the aliens proud.”


Check out the entire panel discussion on Advertising Week’s website.


Get involved with The World’s Most Important Campaign at


About PVBLIC Foundation
PVBLIC Foundation is an in-kind grant making organization that harnesses the power of media assets to drive social change. Through partnerships with leading media companies, PVBLIC works strategically to pair media assets with key non- profits. We utilize existing and emerging technologies to increase issue awareness around important causes and to help non-profits amplify their message. @PVBLICF or visit


About Mekanism
Mekanism is an award-winning full service creative agency based with offices in San Francisco, New York and Chicago. Mekanism works closely with brands to create shareable and provocative campaigns that engage audiences. The agency was named as a 2015 Ad Age A-List Standout, and has been profiled by the New York Times, Fast Company and ABC’s “Nightline,” and their unique structure has been covered and studied by Harvard Business School.


About Tröllback + Company
Trollbäck + Company is an award-winning creative studio communicating engaging ideas in the simplest, smartest and most visionary ways. Led by executive creative director Jakob Trollbäck, the collaborative group directs television commercials, designs opening titles, brands networks and creates experience-based content for global brands. Trollbäck + Company is the recipient of numerous awards including a primetime Emmy, and is regularly featured in publications and exhibits around the world.


About the People+Planet Project
The People+Planet Project (P+PP) is an action network for social good created to help the world achieve the Sustainable Development Goals. The first phase of the P+PP platform will launch January 1, 2016, to support these shared objectives over the next 15 years. The platform will aggregate content, tools and calls to action to engage a global community of individuals, businesses, NGOs and other organizations as they shift their lifestyles and business models to be more sustainable. Exclusive P+PP Campaigns will launch within the platform to engage different audiences around the economic, social and environmental foundations of sustainable development; the first P+PP Campaign will launch in early 2016. The P+PP is an initiative of The Global Brain, a creative-innovation agency headquartered in Boulder, CO. Find more information and sign up to join the community at


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