Finding a common thread to inspire activism
- ServicePublic Affairs
- SectorGovernment, Public Sector & Non-Profit
- OfficeHill and Knowlton United States, H&K Global
Creative Strategy, Content & Publishing Strategy
The 5th United Nations Conference on the Least Developed Countries, LDC5, provides a platform for policymakers and world leaders to share knowledge, best practices and accelerate sustainable development. To bring together the diverse range of representatives, the United Nations tapped H&K to develop a unique creative identity to unify attendees.
Establishing a bold, vibrant identity
Inspired by the 46 distinct and colorful cultures of the LDCs, H&K established a “common thread” textile-like design, to inform a bold, vibrant visual identity. The team curated imagery and messaging across digital and physical spaces – to communicate potential and encourage activism.
H&K also helped to develop a unique partnership with Canon that provided youth delegates with tools to tell personal stories, reaching a broader audience at the conference and on social channels.
Our team’s media relations and paid efforts to bolster the campaign yielded an engagement rate of 3.7% across all content published on UN-OHRLLS’ channels, surpassing the global engagement rate benchmark of 1.19%.
LDC5 captured the attention of the international community including world leaders, policymakers, activists and the public with the Doha Programme of Action being adopted and endorsed by the General Assembly, and millions of dollars pledged to implement the Sustainable Development Goals by 2030.