CAMPAIGNS & ACTIVATIONS
UNITE TO ACT
United Nations
SDG Action Campaign
Launched at the midpoint of the 2030 Agenda, Unite to Act was a global advocacy campaign designed to mobilize people and institutions toward collective action on the SDGs. As campaign lead, I developed the strategy, creative direction, and engagement model across physical, digital, and hybrid platforms — reimagining how open, creative advocacy could connect global vision with local voice.
At the heart of the campaign was the Unite to Act Ribbon — a visual symbol of connection and shared responsibility, linking actions across continents. This digital-first framework integrated storytelling, real-time social media engagement, and on-the-ground activations into one cohesive experience. Highlights included the SDG ACTivator digital map for tracking global SDG actions, the SDG Mural by UNDP SDG Socializers in Bangladesh, the SDG Museum in the Philippines, and the SDG Metaverse, alongside open-source kits and visual assets enabling localization worldwide.
The results were transformative: over 156 million SDG actions, 122 million people reached, and a 35% increase in hashtag performance quarter-on-quarter. More than numbers, Unite to Act demonstrated the power of collective creativity to mobilize movements — showing that when people unite, they can act at scale.
sdg MUSEUM
Spanning 3,600 square meters in the Philippines, the SDG Museum transformed education into action — attracting over 200,000 visitors in its first year. Through immersive dioramas, interactive technology, and participatory exhibits — from stepping inside a climate action dome to designing virtual marine life — students didn’t just learn about the SDGs, they united to act on them. Every visit culminated in a pledge on the SDG Global Map, turning knowledge into visible commitments and awareness into collective impact.
SDG METAVERSE
Redefined what it meant to Unite to Act in the digital age — where avatars staged “meta-stunts,” interactive art exhibitions came alive, and collaboration hubs sparked campaigns across continents. By merging creativity, technology, and activism, the Metaverse proved that digital connection could fuel real-world SDG action at scale.
SDG ACTIVATOR
The SDG ACTivator was the heartbeat of Unite to Act — a real-time digital map turning millions of individual commitments into visible collective momentum. Every pledge, whether from youth, civil society, or institutions, appeared on the global map, creating a living record of solidarity. By making every action count and every person visible, the ACTivator turned awareness into the power of a united movement.
SDG MURAL
From vibrant street art in Bangladesh — led by the SDG Socializers with UNDP Bangladesh, the SDG Mural transformed public walls into symbols of collective action. Painted to echo the Unite to Act Ribbon, they co-created a global campaign icon into a living, local canvas. By blending community voices with a unifying visual identity, the murals gave rise to stories of hope, justice, and resilience — connecting everyday people to the global SDG movement and a shared call: act locally, impact globally.
CAMPAIGN CONTRIBUTIONS
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Developed Unite to Act as a global SDG advocacy drive for the SDG Summit and midpoint of the 2030 Agenda, reframing individual action as part of collective momentum.
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Led the design integration of the Unite to Act Ribbon as the campaign’s core visual identity.
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Initiated and managed collaborations with UN agencies, governments, youth networks, civil society, and cultural institutions to scale campaign adoption globally.
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Co-created tools such as the SDG ACTivator (real-time map of global SDG actions) and interactive experiences like the SDG Museum and SDG Metaverse.
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Designed localization toolkits, visual assets, and engagement guides that enabled thousands of organizations and individuals worldwide to adopt the campaign.
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Curated and delivered physical and digital experiences, including murals in Bangladesh, exhibitions in the Philippines, and participatory actions worldwide.
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Developed digital-first strategies, real-time social media activations, and integrated storytelling campaigns that boosted hashtag performance by 35% quarter-on-quarter.