0.7% is an official United Nations target, set way back in 1970. Every year, rich nations would give 0.7% of their wealth to developing countries to help put an end to extreme poverty and boost economic growth.
 
Since its inception, only a handful of countries have reached the target. We wanted to revitalise the figure and make it everyone's shared responsibility to give this tiny amount of their time or money to achieve the goal.
 
The GIVE 0.7 campaign centres around an offbeat YouTube mash-up video lasting 10 minutes 5 seconds – 0.7% of a day – with a supporting website providing more info on the background and goals.
 
We were responsible for creating the branding, website design and development, and video production.
 
The initiative was a collaboration between Future Büro, London-based Jack & Paul and New York based Amanda Clelland, amongst many others.