THE GOALS ON FIFTH AVENUE
Project
Business Avengers
Partners
FIFTH AVENUE ASSOCIATION (FAA)
The Brief
Project Everyone and the Global Goals Fashion Avengers partnered with the Fifth Avenue Association to bring the Global Goals to life during the 76th UN General Assembly.
For 17 days, Fifth Avenue visitors and passers-by were invited to discover the Goals through a series of 17 pillars installed between 49th and 58th street.
Taking over one of the world’s most iconic street, the colourful installation aimed to give more visibility to the important work of the United Nations, using UNGA as an opportunity to amplify it beyond the walls of its Headquarters
The Approach
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On Monday, September 20th, New York City awoke to 17 Global Goals pillars stretching from 49th street to 58th street along Fifth Avenue. Each 3 sided pillar provided information on the Global Goals, a deep dive into each individual goal through recent facts and figures, and a mirrored panel where passers by could take trending mirror selfies to share with friends, colleagues and family. In addition, pillar QR codes linked to globalgoals.org and provided further engagement beyond the striking physical activation.
Positioned in the heart of NYC retail, the pillars activation also marked the arrival of the Global Goals Fashion Avengers in the US following their UK launch in June 2021. With the support of the CFDA, we celebrated this moment with a Fashion Avengers reception at Goals House, anda discussion ledby James Townsend, Global CEO at Assembly, Steven Kolb, CEO of the CFDA, as well as the Swarovski Foundation. Our 70 guests from across sectors also got a chance to hear from Nancy DeVore, Senior Director Strategic Relations at Salesforce, about the importance of Goal 17– partnerships for the Global Goals.
Fifth Avenue Association was honoured to partner with Project Everyone to bring an important installation to Fifth Avenue in celebration of the 76th Session of the United Nations General Assembly.
The Results
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The colourful Global Goals pillars remained in position for 17 days, with high profile visits from Blessing Omakwu, Deputy Director, Goalkeepers, Gates Foundation, Lili Buffet, philanthropist, Ann Rosenberg, Senior Vice President for Sustainable Development at Wood plc, and Jerome Barth, President, Fifth Avenue Association. Social content of the pillars reached over 31,000 social accounts across Global Goals channels and installation received press attention, including coverage from CFDA and WWD.
OTHER WORK
The colourful Global Goals pillars remained in position for 17 days, with high profile visits from Blessing Omakwu, Deputy Director, Goalkeepers, Gates Foundation, Lili Buffet, philanthropist, Ann Rosenberg, Senior Vice President for Sustainable Development at Wood plc, and Jerome Barth, President, Fifth Avenue Association. Social content of the pillars reached over 31,000 social accounts across Global Goals channels and installation received press attention, including coverage from CFDA and WWD.