TBWA Melbourne joined forces with the United Nations and other partners to welcome Swedish climate-change activist and Noble prize nominee Greta Thunberg, 16, to New York City ahead of the Climate Change Action Summit in September.
Thunberg arrived in New York earlier this week after sailing across the Atlantic in a solar-powered yach. She was greeted by 17 sailboats (via the TBWA-UN collaboration), each representing one of the 17 global sustainable development goals.
The Flotilla met Thunberg at the Verrazzano-Narrows Bridge and sailed alongside the Malizia II to North Cove Harbor in honor of her quest to raise awareness and support for Climate Action, as well as the other 16 goals.
In acknowledgement of the welcoming fleet, @GretaThunberg tweeted; "The @UN has sent out one boat for each of the 17 sustainable development goal to greet us! Thank you!"
The agency had help from a number of partners to bring the project to life, including Project Everyone, PR outfit Freuds and Sinclair Social, with support from TBWA\Chiat\Day in New York.
UK Sailmakers, Portchester, NY and GT3 Creative created the custom sails.
Paul Reardon Chief Creative Officer, TBWA\Melbourne and Adelaide, said: “The sustainable development goals logo is printed on the main sail of Greta’s ship. Yet many people still don’t have a full understanding of the goals and the issues they cover. There were a lot of obstacles to overcome, but we’ve been overwhelmed by the reaction from Greta, the team onboard the Malizia II and the broader sailing community. It’s been a truly global effort — spanning Melbourne, New York, San Francisco, Rome, London and of course The Atlantic.”
The Flotilla is led by Captain Nitzan Levy of Sailors NYC and Deputy Captain Barbara Marcoz, U.N. employee and member of North Cove Sailing Club. It comprised 17 vessels provided by local New York City sailing clubs, including North Cove Sailing, Hudson River Community Sailing, Hoboken Sailing Club, Sailors NYC and New City Kids.
Digital advertising supporting each of the SDG’s will also roll out across numerous sites in the lead up to the UN General Assembly gathering kicking off next month.