The United Nations Foundation has unveiled “Once Upon a Future,” a global campaign aimed at empowering young people to actively participate in the upcoming Summit of the Future. This initiative encourages a collective global effort towards shaping a better future, highlighting the necessity for younger generations to engage with decision-makers and civil society in addressing the challenges and opportunities of the 21st century. The campaign’s launch event featured a live-streamed gathering of diverse creators and influencers, showcasing a collaboration with various global partners including the Unlock Coalition, to bolster its reach and impact. This strategic alliance aims to amplify the voices of young individuals and bring urgency to discussions at the summit, which seeks to instigate necessary changes for global cooperation.
“Once Upon a Future” focuses on the critical themes that resonate with Generation Z and those to come, emphasizing the stakes involved in the Summit. The campaign advocates for a new agreement known as the Pact for the Future, which aspires to enhance the multilateral system and guide nations in planning and executing a sustainable future. This pact addresses far-reaching issues such as peace and security, digital cooperation, and the funding of sustainable development, underscoring a comprehensive approach to global governance that is essential for addressing future challenges. By placing young people at the forefront of these discussions, the campaign underscores their vital role in shaping the future landscape.
The message of the campaign diverges from a pessimistic outlook, instead fostering a sense of hope and possibility for the future. By posing the question, “What if we get it right?” the initiative seeks to inspire optimism and encourage youth to envision a constructive path forward. This strategic pivot aims to engage a younger audience thoughtfully, steering the narrative from one of doom and gloom to one where collective action and innovative thinking can drive significant change. The campaign’s creative framework was developed in collaboration with the renowned agency Droga5, ensuring it resonates effectively with global youth culture.
Launched on September 12, the campaign is characterized by engaging graphics, animations, and video content intended to raise awareness and foster understanding of the summit’s objectives and expected outcomes. The campaign aims to empower young individuals by elevating their aspirations and expectations through user-generated content, effectively creating a participatory platform for discussion and action. This user involvement is pivotal in shaping a narrative that is inclusive, demonstrating that the future is not solely in the hands of leaders but also significantly in the hands of those who will inherit it.
Commenting on the initiative, Elizabeth Cousens, President and CEO of the UN Foundation, articulated that the stakes of the Summit extend beyond the confines of New York, resonating globally with the youth. Each individual has a vested interest in decisions made regarding the future, thus highlighting the importance of galvanizing young voices in this unprecedented summit. The focal point of the campaign is to ensure that the narrative surrounding these discussions reaches the younger generation, affirming that they will be key stakeholders in the future world they will inhabit.
Adding to this sentiment, David Ohana, Chief Communications & Marketing Officer of the UN Foundation, emphasized the necessity for decisive action in a world rife with challenges. The foundation’s goal is not solely to enhance awareness but to catalyze transformative change through innovative and unconventional strategies that resonate with the youth. By promoting an optimistic vision for tomorrow, “Once Upon a Future” exemplifies a commitment to fostering a collaborative, informed, and action-oriented youth movement that can influence global policies for a sustainable and inclusive future. This campaign thus serves as an invitation for young people everywhere to step up, engage, and contribute to shaping their world.
