It’s been 20 years since the Spice Girls released their first number one single, ‘Wannabe’.

Which means two things...

Number one: I’m old. Number two: It’s the perfect time for girl power to make a comeback.

Last week, Global Goals released a remake of the Wannabe video for a new generation. Produced by Project Everyone, the campaign is part of the UN’s initiative to reach 17 sustainable goals by 2030.

This time, it is fighting to end gender inequality around the world.

Although I’ve been mildly aware of the campaign for a while, I’ve only just discovered that the Global Goals is doing some interesting things with its digital presence – specifically on social media.

Here’s a run-down of how it's utilising social to great effect.

Using video to spread the word 

Starring a number of artists from around the world, including Bollywood actress Jaqueline Fernandex and British hip-hop group M.O, the 'Wannabe' remake is an inspired piece of video content.

Much like the original, it is set up in one continuous shot, using locations from London to Nigeria to showcase its multinational cast. 

With artists advocating gender equality - specifically calling for equal pay, an end to child marriage and violence against girls – its message is loud and clear. 

Since Victoria Beckham shared the video on her Facebook page, it has gone truly viral, garnering over half a million shares in just one day. 

Clever hashtags

Using the hashtag #whatireallyreallywant as a spin-off, Global Goals manages to perfectly encapsulate the spirit of the campaign as well as encourage interaction.

At the end of the video there is a call-to-action asking people to join the movement, simply by sharing a picture of #whatireallyreallywant on social media.

Unlike most charity hashtags where sharing merely promotes the cause, the best part about this campaign is that it aims to actually use the social media support it generates to help get a result.

By promising to pass on the message to UN leaders, it means supporters feel like their actions will have an effect as opposed to just adding to the noise.

Multichannel content

Alongside video, Global Goals also utilises other channels to spread awareness. 

On the back of the fact that 95% of the global population have access to radio, last year Radio Everyone produced a series of audio documentaries entitled Global Superheroes.

One of its documentaries, ‘Girls’, tells the stories of five inspiring females fighting for change around the world. 

Supported by broadcasters ranging from the BBC in the UK to Big FM in India, and streamed on radio platform MixCloud, it was designed to be universally accessible for all.

Similarly, the Global Goals app cleverly builds on the premise that one individual can make a massive impact by encouraging users to share personalised videos and photos highlighting their own chosen goal. 

Showing real-time shares on an interactive map, it combines cool design and clever UX.

With regular activity on Twitter, YouTube and Instagram too, Global Goals uses its multichannel presence to ensure its cause is not only spread far and wide, but in the most engaging way possible.

   

Influential voices

As well as using the Spice Girls to showcase the power of female solidarity, Global Goals has also capitalised on the influence of many other famous faces.

With the growing popularity of YouTubers, many brands are increasingly desperate to collaborate with social media influencers

For Global Goals, this ability to reach such a massive demographic is similarly irresistible. 

Tanya Burr is just one influencer getting behind #whatireallyreallywant.

With her video introducing the campaign garnering a mammoth 911,541 views, she’s certainly been successful in spreading the word to her core audience.

Of course, YouTubers aren’t the only voices with authority on social.

Celebrities who often use Twitter to promote worthwhile causes, such as Emma Watson, Caitlin Moran and Jamie Oliver, have all retweeted the 'Wannabe' video since it went live, as well as some prominent charities. 

In conclusion...

Combing an empowering message with real creativity, Global Goals shows how clever use of social media can be the ultimate tool for any campaign.

That, and a touch of nineties nostalgia.

Nikki Gilliland

Published 11 July, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

650 more posts from this author

You might be interested in

Comments (1)

Pete Austin

Pete Austin, CINO at Fresh Relevance

Seems "gender inequality" only goes so far...

Lots of matches if you google: site:globalgoals.org women
But: "Your search - site:globalgoals.org lesbian - did not match any documents"
"Your search - site:globalgoals.org gay - did not match any document"
"Your search - site:globalgoals.org bisexual - did not match any document"
"Your search - site:globalgoals.org transgender - did not match any documents"

almost 2 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.