The Drum's Do It Day challenges were presented at Piccadilly Circus this morning (10 November) in order to engage with the London commuters on their way to work.
Ahead of the event, which seeks to provide real-world solutions to some of the planet's most pressing problems in a 24-hour timeframe, our intrepid video reporter, Katie Deighton braved the cold to capture the campaigns being screened on one of the world's most iconic billboards.
Ads from the likes of Amnesty International and ClientEarth have been running in the capital thanks to Clear Channel which has also given The Drum use of its New York Times digital billboard today.
Do It Day UK is all over for another year, but this evening we will be rewarding some of this year's most inspiring creative work at the Marketing Can Change the World Awards, while Do It Day New York is still full steam ahead at the time of writing.
You can keep up to date with what's happening over on our live blog and find out how UK brands helped change the world today here.