BE HOPE CAMPAIGN
PROJECT: BE HOPE CAMPAIGN
PARTNERS: YINKA ILORI, ONE, SING FOR HOPE
The Brief
As the world grapples with serious conflicts and a decline in support for global health, nature, and climate, it’s easy to feel overwhelmed. But amidst the challenges, there are clear wins for progress. Hope remains a powerful force for change.
We built this campaign to reignite hope that progress is possible – using creativity and data to drive impact.
Because when hope becomes action, it has the power to change the world.
The Approach
INSPIRATION
Hope Island
We partnered with multidisciplinary artist and designer Yinka Ilori. Known for playful projects that evoke a sense of joy and optimism, Ilori created an original artwork for the Be Hope campaign: Hope Island. The vibrant new artwork was displayed at locations across the country – an unmissable symbol of possibility in the public realm.
Be Hope Piano
To mark the campaign’s launch, Ilori unveiled a striking new Sing For Hope Piano, emblazoned with the message ‘Be Hope’. The piano took centre stage on London’s Carnaby Street, with surprise performances by Rae Morris, Camden Stewart and the London Youth Choir stoping passers by in their tracks with spontaneous songs of solidarity and joy.
The Hope Report
We partnered with the ONE Campaign to produce a brand new report providing inspiring proof that progress is not only possible – it’s already happening.
From a 60% reduction in HIV infections, to extreme poverty dropping by more than half, and over 90% of the world’s population now having access to the internet and clean energy, the report highlights the wins we should be celebrating and sets out a roadmap for how we can continue on this path.
The Be Hope Lesson Plan
World’s Largest Lesson launched a Be Hope lesson plan. Designed for learners of all ages, this 45-minute creative session invites students to reflect on hope and express their visions for a better future through art.
At the heart of the lesson is a global digital story map, an inspiring collection of “hope art” from young people around the world. Each contribution adds to a powerful shared message: individual hopes can unite to drive global change.
By creating and sharing, students don’t just learn about hope—they become it.
In times when it is becoming increasingly difficult to find common ground, one thing we all share is hope. It surrounds us, uniting us in our aspirations for a better future. Inspired by this sentiment, I plant a seed of hope in this common ground, patiently nurturing it in the belief that it will reveal its beauty. Like trees that provide shade and bear fruit, this seed shall grow into something that can sustain us, offering comfort and sustenance to those who fear the future. Let hope flourish so that no one has to live in fear any longer. As a collective, we cultivate a ‘Hope Island’—a sanctuary where we can find refuge and unity, a place that holds us together.
The Results
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- Yinka Ilori’s visual identity gave the campaign a bold and visually compelling design, that was applied across assets and elements, creating a striking and cohesive campaign identity.
- Over 50 partners posted in support of the Be Hope campaign launch, with notable support from UN Women, BOND, ONE Campaign, and UN Deputy Secretary-General Amina J. Mohammed.
- The #BeHope hashtag reach totalled 11.8M in the two weeks surrounding the campaign launch.
- We worked with three content creators who each had over 1 million followers and strong engagement with their community to bring the Hope report to life in a unique and relatable way.
- Around the world over 790,000 children have participated in a Be Hope lesson.
- The Be Hope Piano remained open for the public to enjoy at London’s Kingly Court before being moved to the Isaac Paulos Centre in North Kensington—an educational and therapeutic hub created in memory of five-year-old Isaac Paulos, one of the 72 victims of the Grenfell Tower fire.
