22 March 2018
‘Little x Little’ Calls on Gen Z to Take 2 Billion Acts for Good
Photo by IISD/ENB | Kiara Worth
story highlights

The ‘Little x Little’ campaign aims to support achievement of the SDGs by encouraging young people to solve the world’s largest problems by doing “the little things, over and over again”.

Little x Little is led by Generation Z, history’s largest generation of young people, and supported by Common Ground, a coalition of the six largest advertising groups in support of the global goals, and Google.

March 2018: A global movement known as ‘Little x Little’ launched with the goal of inspiring two billion acts of good by 2030 in support of the SDGs. ‘Little x Little’ aims to show the potential impact of individual action to end poverty, stop climate change and fight inequality, and to contribute to achieving the SDGs.

Common Ground, a coalition of the six largest advertising groups in support of the SDGs (Dentsu, Havas, IPG, Omnicom, Publicis and WPP, alongside Wieden + Kennedy), and Google support the initiative. In a YouTube video, UN Deputy Secretary-General Amina Mohammed told world’s two billion young people,if each one of you takes action, you will create a wave of action like this world has never, ever seen.”

The campaign launched with a call for young people everywhere to take action to save the world “little by little.” To join the movement, Little x Little invites everyone to find goals that support causes they care about, do something to take action, share this action, and do it over “again and again.” The campaign stresses that, if everyone takes action, change will be achieved. The UN notes that ‘Generation Z’ is history’s largest generation of young people.

UN Youth Envoy Jayathma Wickramanayake stressed that Little x Little helps frame the SDGs in a way that can be “localized, personalized, and most importantly, realized.” The face of the campaign’s anthem video, activist and model Jillian Mercado, said the initiative will amaze people “by the wave of change we will create from doing the little things, over and over again.” She said that young people provide solutions to global problems every day, but many do not know their impact, and Little x Little will connect “these many disparate acts into one massive movement for good.”

The campaign is expected to engage academia, community partners and third-party brands to further localize and activate Little by Little actions around the world. [UN News Story] [Common Ground News Story] [UN Deputy Secretary General Video] [Twitter Feed]

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