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.
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.
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.
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.
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.
— Save the Children UK (@savechildrenuk) July 5, 2016
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.