Harnessing Digital to Motivate for action/2015

Leading up to this year's UN General Assembly in September and UN Climate Change Conference in December, action/2015 has made a goal to ensure leaders set and fund ambitious goals to tackle some of the world's most pressing issues. To do this, the coalition of more than 1,600 organizations looks to amplify its voice by harnessing the power of both digital and celebrities to motivate the masses to action.

Action/2015 is leading a rallying cry for individuals to speak up for the change they want to see. "By raising our voices at key moments in 2015, we can fundamentally change how we tackle the world's biggest problems," states the action/2015 website. To accomplish this, and get younger audiences involved, action/2015 has turned to a musical act with a massive following, One Direction. The band kicked off its involvement with a video encouraging fans to tell world leaders what they want their world to look like in the future by uploading videos or pictures to the dedicated action/1D website. The site populates with a new call to action every few days, asking fans to "record" or "capture" various acts, such as switching off a light to show how small changes can go toward tackling climate change. Each action/1D photo or video has the chance to be included in a final film that will be screened during both the UN Special Summit on Sustainable Development and Climate Change Conference. So far, the growing mosaic of videos and photos has more than 55,000 posted actions.

Beyond tapping into a celebrity powerhouse with a built-in network of worldwide fans, the action/1D website also harnesses the growing power of digital, especially among younger audiences. In fact, more than three-quarters of Millennials said they would be willing to share social or environmental content with their social networks, and 70 percent would go as far as documenting and sharing an action on behalf of a social or environmental issue. The new campaign not only encourages individual action but shows how voices, when amplified, can reach world leaders.

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