Fifth Avenue Takeover
The SDGs in the heart of Manhatten
The challenge
Take the Global Goals beyond the walls of the UN
During the 76th UN General Assembly, world leaders gathered in New York to discuss some of the biggest challenges facing the world.
The opportunity was to take those conversations beyond the UN Headquarters and put the Global Goals directly in front of the millions of people who live in, work in and visit the city.
The idea
Turn Fifth Avenue into a showcase for the Global Goals
Project Everyone and the Global Goals Fashion Avengers partnered with the Fifth Avenue Association to create a striking public installation along one of the world’s most iconic streets.
Seventeen colourful pillars, one for each Global Goal, stretched from 49th to 58th Street. Each shared facts and information about an individual Goal, alongside mirrored panels designed to encourage people to stop, take photos and share the Goals with their own communities.
QR codes connected the physical installation to globalgoals.org, giving visitors an easy way to discover more and continue engaging with the campaign.
what happened
The Goals took over the heart of New York
For 17 days, the pillars brought the Global Goals into the centre of Fifth Avenue during UN General Assembly week.
The activation also marked the US arrival of the Global Goals Fashion Avengers following their UK launch earlier that year. Project Everyone celebrated with a reception at Goals House, bringing together leaders from fashion, business and sustainability for a conversation about the role of partnerships in achieving the Goals.
High-profile supporters visited the installation and social content helped extend its reach far beyond Fifth Avenue, with the campaign also attracting coverage from fashion and industry media.
Result
17
Global Goals pillars
17 days
on Fifth Avenue
31K+
social accounts reached
70
guests brought together at Goals House
“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.”
Jerome Barth
President, Fifth Avenue Association