Creative direction • Graphic design • Research

United Nations

In 2022, the United Nations Department of Global Communications (New York) formed a new wing, the Digital Campaigns Unit. As part of the first team of contractors at the DCU, my team of three fellow designers and I were responsible for creating the official advocacy campaign for the 2023 Water Conference, supplemented by an evergreen SDG 6 campaign.

Process

A meticulously planned campaign to be distributed across the UN's global social media channels, our process included meticulous content and information research (led by me), followed by content mapping, creative pitches and selection, scriptwriting, campaign planning, and asset design.

Approach

2023 represents the halfway mark in the implementation of the SDGs. It was important for our campaign to depict the progress that has been made, while still highlighting the work that needs to be done. We did so by curating a range of content buckets that holistically catered to the issue.

Laying the foundation

Our work as the first SDG-focused campaign produced by the DCU was instrumental in laying the groundwork for a visual design system for evergreen SDG assets and the upcoming SDG Summit in September 2023 (in collaboration with Blossom, a creative agency based in Italy).

Outcomes

Primarily focused on encouraging individuals to take #WaterAction, our campaign was distributed across the UN's global social media channels, reaching hundreds of millions of people. We achieved above-benchmark metrics and results across platforms and languages.