Social Media

One Direction releases socially curated video 'Dear World Leaders'

By Stephen Lepitak | -

Rumpus Room

|

One Direction article

August 31, 2015 | 3 min read

One Direction has released a video, created alongside its fans, having issued them a challenge to make their voices heard and help eradicate extreme poverty, climate change and inequality as part of the global citizen movement, action/2015.

The ‘Dear World Leaders’ video was created during a month-long mobile and social campaign produced by The Rumpus Room, which engaged the group’s fans using the hash tag #action1D, resulting in almost 80,000 submissions from around the world.

The challenge asked 1D fans to let the group know what their world would look like given the opportunity to shape it, and led to 54 days worth of content being submitted over the four-week-period through, with the hash tag recording a reach of 2.5 billion.

Dear World Leaders was directed by David Petch who curated thousands of themes to develop the resulting narrative which will be used to pressure world leaders to commit to their global commitments when they meet during two summits during September and December in New York and Paris respectively.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

One Direction will now move to ensure the film is viewed globally, asking their fans to share it using the #action1D hash tag.

Social Media

Content created with:

More from Social Media

View all

Trending

Industry insights

View all
Add your own content +