Give 0.7 | United Nations
A global platform for investment in international development, funded by the Bill & Melinda Gates Foundation.

Working closely with the UN, we created a brand identity, which reframed the government’s foreign aid target – 0.7% of GDP – as a collective goal.

The campaign itself celebrated those who gave 0.7% or more and also facilitated individual donations to a selection of NGO’s.
The idea started out as a grant application written on two sides of A4 paper, for which we were eventually awarded £100,000. 

Although the competition was aimed at the advertising industry, only two out of the ten grants were awarded to agencies. The rest were awarded to universities, think tanks and NGO’s.