A film for Equality
A film for Equality is a project that strives to educate, inspire and mobilize action to reach the Global Goals. The film was created for the Swedish Branch of the United Nations Development Programme (UNDP) and premiered at the UNDP Spring Gala in Stockholm on April 17th. On April 18th it was released on Youtube, and after just a few days over 17.000 people had seen it, placing it as number 25 on Youtube's most trending videos list.
The Global Goals is the most ambitious agenda for sustainable development ever agreed on by the leaders of the world. But how do we educate, inspire and mobilize action to reach the Goals?
The Swedish branch of the United Nations Development Programme (UNDP) approached us with that very question. The brief was clear: find a way to communicate the value of diversity and inclusion to young people of all backgrounds. The objective was to create an educational and emotionally engaging film that inspired to action. The film should drive traffic to the UNDP campaign page where the viewer would learn more about the goals and how to take action.
To connect with the target group, we decided to go for spoken word poetry, an art form predominantly practiced by young people and normbreaking by its very nature.
The scene was set at a local grill, which can be seen as something of a national symbol for Sweden as almost every town in the country, no matter how small, has one. The whole project was produced together with young aspiring talents, headed by the up-and-coming director Malin Ingrid Johansson at Folke Film. We casted the young poet Lovisa Wessberg as the messenger and additional young talents from all over the country to back her up. The project was commissioned by UNDP Sweden. The New Division developed the concept and lead the logistics and creative direction, and Folke Film directed and produced the film.
The film premiered at the UNDP Spring Gala in Stockholm on April 17th. On April 18th it was released on Youtube, and after just a few days over 17.000 people had seen it, placing it as number 25 on Youtube's most trending videos list.
The film premiered at the UNDP Vårgala (Spring gala), hosted by UNDP Sweden. The gala brought together thinkers, policy-makers and civil society, business and governmental representatives from all over Sweden. In addition to making the film, we created a bold and colourful visual identity for the conference with a logotype and design palette,
strongly linked to the Global Goals iconography, as the Goals were at the front and centre of the event and conversations. Jakob Trollbäck also sat on the jury that handpicked finalists for the Swedish people to vote on in a number of categories, such as Best Communication, Best Partnership and Best Engagement.
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