The United Nations (UN) has joined The Drum's Plan It Day and will issue a challenge to get Americans to support the growing refugee crisis around the world.
Taking place in the Microsoft offices during Advertising Week, Plan It Day is the precursor to Do It Day where organisations such as MTV, the Advertising Council and Help will set briefs to the advertising industry in order to change the world in a day.
Of its brief, a spokesperson for the UN told The Drum: "This is a global refugee crisis. The United States has an opportunity and a responsibility to be a leader in finding solutions to the refugee crisis."
They added that only a few US citizens were involved in aid efforts and that it was looking to "re-imagine" its approach to engaging them.
"We want to develop a totally new model for engaging Americans, going beyond basic awareness and clicktivism. We want to develop a new base of support for refugees in the United States, with a particular focus on people who are not currently involved in any social good/philanthropic efforts," they continued.
Plan It Day New York follows the success of the London stage of the event last week, where 10 briefs were issued and solutions then chosen following the day which drew over 200 marketing professionals to work on each problem.