MUMBAI: The global PR and viral campaign for the film #WhatIReallyReallyWant by Project Everyone, supported by Getty Images and SAWA and launched by the international communications agency Sterling Media, has been shortlisted for Video Project of the Year at the British Media Awards 2017. Taking place at The Hilton Park Lane on 3 May 2017, the British Media Awards recognise ‘excellence and innovation’ across the industry. Other shortlisted nominees include The Guardian, The Economist, Cancer Research UK and The Cedar Communications.
In September 2016, World Leaders marked the first anniversary of the adoption of the Sustainable Development Goals. These Global Goals are a mighty plan to end poverty, fix climate change and address inequalities over the next 15 years, but they will only succeed if they address the needs of the most marginalised first, particularly those of girls and women. Issues like quality education, an end to violence, an end to child marriage and equal pay for equal work need to be at the top of every government’s agenda in order to give the Goals the best possible start.
Founded by renowned filmmaker Richard Curtis for the United Nations and supported by the Bill & Melinda Gates Foundation, Project Everyone launched the United Nations’ Global Goals signed by 193 world leaders at the UN General Assembly in September 2015. Project Everyone, with partners from across the world, convened the first Global Goals campaign to fight and achieve Goals which are salient, financed and focused on 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 the updated version “#WhatIReallyReallyWant”. The film reflects the voices of girls and women all over the world telling world leaders what Goals they ‘really really want’ to be achieved to help improve their lives. The campaign was supported by Getty Images and SAWA.
Sterling Media was engaged to launch and popularise the film globally, securing mass coverage in media in Europe, USA, India, the Far East, Australia and Africa. Sterling also secured talent such as Bollywood actress Jacqueline Fernandez, who opens the film. The video received support from high profile personalities such as Spice Girls Victoria Beckham, Melanie C and Emma Bunton on Social Media, the public and international media to help it generate a staggering 150 million views online in just a few days of its launch. The video was the 3rd highest trending topic in UK on Facebook in the first 24 hours after release.
Speaking about the company’s recognition at the British Media Awards, Sterling Media CEO Natasha Mudhar said, The campaign #WhatIReallyReallyWant has been very special for us as we worked alongside influencers from across the world and the fantastic team at Project Everyone to propagate the importance of how gender equality affects us on a global scale every day. We are delighted #WhatIReallyReallyWant has really made a positive impact for girls and women around the world and hope our campaign has helped move the needle to inspire millions globally to take a stand against discrimination and inequalities.”
Watch the film #WhatIReallyReallyWant here:
