A film for Equality

The Global Goals is the most ambitious agenda for sustainable development ever agreed on by the leaders of the world. But how do we educate, inspire and mobilize action to reach the Goals?

The Swedish branch of the United Nations Development Programme (UNDP) approached us with that very question. The brief was clear: find a way to communicate the value of diversity and inclusion to young people of all backgrounds. The objective was to create an educational and emotionally engaging film that inspired to action. The film should drive traffic to the UNDP campaign page where the viewer would learn more about the goals and how to take action.

To connect with the target group, we decided to go for spoken word poetry, an art form predominantly practiced by young people and normbreaking by its very nature.

The scene was set at a local grill, which can be seen as something of a national symbol for Sweden as almost every town in the country, no matter how small, has one. The whole project was produced together with young aspiring talents, headed by the up-and-coming director Malin Ingrid Johansson at Folke Film. We casted the young poet Lovisa Wessberg as the messenger and additional young talents from all over the country to back her up. The project was commissioned by UNDP Sweden. The New Division developed the concept and lead the logistics and creative direction, and Folke Film directed and produced the film.

In addition to the film itself, we also created a bold and colorful visual identity for the UNDP Spring Gala, where the film would be premiered. We developed a logo and design palette, clearly linked to the iconography of the Global Goals. Jakob Trollbäck was also part of the jury that selected the finalists for the Swedish people to vote for in different categories, such as Best Communication, Best Partnership and Best Engagement.

The film premiered at the UNDP Vårgala (Spring Gala), hosted by UNDP Sweden. The gala brought together thinkers, policy-makers and civil society, business and governmental representatives from all over Sweden. At the Spring Gala, Jakob Trollbäck also sat on the jury that handpicked finalists for the Swedish people to vote on in a number of categories, such as Best Communication, Best Partnership and Best Engagement.