In the aftermath of COVID-19 and amid converging crises, the UN SDG Action Campaign launched Flip the Script as a global advocacy campaign to mobilize, inspire, and connect people toward a healthy, just, and green recovery. At its core, the campaign called for rethinking prevailing narratives and proving that transformative change is possible if we act together.

Flip the Script called on everyone to tell a new story that shapes a new reality — because the world is not working for most people or our planet. It empowered people by demonstrating that change is within reach, and that the power is in our hands to achieve the SDGs and create a better life for all on a healthier planet.

The campaign presented powerful statements inspired by the SDGs that transformed negative narratives into positive ones — where the climate crisis won’t end humanity, because humanity will end the climate crisis; and where the myth that girls can’t change the world is replaced by the truth that the world cannot change without girls. Its rallying cry was simple yet powerful: flip apathy into action, fear into hope, and division into unity.

The campaign was designed as a participatory, digital-first movement, but also came to life in the physical world. Through billboards, signboards, and activations, paired with hero films, AR filters, GIFs, and open-source multilingual toolkits, people everywhere could localize the message and share what they were flipping the script on. Every action — from voting, to recycling, to buying responsibly — could be registered on the SDG Global Map, showing how seemingly small changes, multiplied by billions, add up to transformation.

The launch in 2022 reached millions through its master video and global rollout, with activations continuing throughout the year. By engaging people everywhere to rethink, recalibrate, and reimagine, Flip the Script became both a narrative shift and a movement of action — proving that the impossible is possible, if we act together.