#WhatIReallyReallyWant
Project
#WhatIReallyReallyWantPartners
The Brief
In societies around the world, gender discrimination and inequitable gender norms are much more likely to limit girls’ ability to go to school, live free from violence, self-direct their life-course, and enjoy a level of social status and value equal as compared to their brothers and male peers. The Global Goals campaign is providing a unifying, rallying call for commitments that will advance the health, wellbeing and rights of girls and women.
On the 20th anniversary of the release of the Spice Girls’ Wannabe video, the campaign marked twenty years of Girl Power with an updated version “#WhatIReallyReallyWant”. The film projected the voices of girls and women all over the world telling world leaders what Goals they ‘really really want’ to achieve to improve their lives.
The Approach
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The homage video featuring global artists such as Gigi Lamayne and Moneoa from South Africa, Seyi Shay from Nigeria, Bollywood actress Jacqueline Fernandez, M.O from the UK, Taylor Hatala from Canada and Larsen Thompson from the USA, was met with phenomenal reception: Facebook and YouTube clocked over 150 million views, Twitter gained over 38 million impressions of the #WhatIReallyReallyWant hashtag with the original video retweeted over 16,000 times, and across the campaign the original #globalgoals hashtag garnered 11 billion impressions worldwide.
I think this film is a wonderful idea. How fabulous it is that after 20 years, the legacy of the Spice Girls’ - 'Girl Power’ - is being used to encourage and empower a whole new generation. "
The impact
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The campaign was featured in over 300 international news outlets and across countries including India, Germany, France, Canada, Australia, Japan, Nigeria and South Africa. Support came from celebrities and influencers including Victoria Beckham, Emma Bunton, Melanie C, Emma Watson, Jamie Oliver, Caitlin Moran, Richard Branson, Gal Galoot, Greg James and Tanya Bur.
For our finale, we filled an iconic double decker bus with social influencers, UNICEF ambassadors and student journalists, covered the bus in messages from this social campaign, and drove it through New York stopping in Times Square for a pop up performance from our Wannabe video dancers Taylor & Larsen, who also opened the 2016 Social Good Summit.