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"Little x Little" Launches Generation Z-Led Movement to Fix the Future

NEW YORK, March 15, 2018 /PRNewswire/ -- "Little x Little," a global movement led by Generation Z to fix the future, officially launched today, setting an audacious goal of inspiring 2 billion acts of good by 2030 in support of the United Nations' Sustainable Development Goals. To kick-start the campaign, a global roster of influencers will share their stories, content and actions on YouTube and other social platforms, including Yara Shahidi, Adebola Williams, Gemma Stafford, Marissa Rachel, Khushi Maheshwari, Roxy Rocks, Jessica Dante and Jillian Mercado, issuing a call to action empowering young people everywhere to save the world, little by little. At launch, their voices will be amplified by creators in the U.S., U.K., India and Nigeria as the movement goes global. View the "Little x Little anthem video.

An estimated 70% of Gen Z (15-24) believe they can make a difference through the choices they make and the actions they take.1 Wielding the power of social and digital platforms, "Little x Little" provides a platform to show the substantial impact of their actions against the global goals that have the power to end poverty, fight inequality, stop climate change and much more.

"Little x Little is unleashing the strength and number of 2 billion young people to save the world," said model, activist and face of the campaign's anthem video, Jillian Mercado. "Every day, young people are already pitching in and providing solutions to the world's biggest problems but they just don't know it. This initiative connects these many disparate acts into one massive movement for good and I think we're all going to be amazed by the wave of change we will create from doing the little things, over and over again."

In just two weeks since its launch on YouTube, the "Little x Little" anthem video has already garnered more than 15 million views and inspired creators worldwide to share their actions using #LittlexLittle. In a video also shared on YouTube, Amina J. Mohammed, Deputy Secretary-General of the United Nations, also made a direct call to action supporting "Little x Little." View here.

"As the most connected generation ever, Gen Z are not bystanders to the big challenges the world faces today and "Little x Little" helps frame the global goals in a way that can be localized, personalized, and most importantly, realized," said Jayathma Wickramanayake, UN Youth Envoy. "Gen Z represent a global generation of influencers, innovators and independent thinkers and if everyone gave just a micro moment or more, we could create a massive movement."

The movement is open to everyone:

  • Find the goals that support the causes you care about.
  • Take action. Do something – take a picture, make a video, draw a poster – whatever your heart desires. Get creative.
  • Share it. Tag it #LittlexLittle.
  • Do it over, again and again.

This is just the first phase of the "Little x Little" initiative. Building on UN, Common Ground and Google assets, the campaign will engage third-party brands, academia and community partners to further localize and activate Little by Little actions across the globe.

The campaign has been developed by a coalition of agencies from across all Common Ground members in partnership with Google. PR for the campaign launch is being managed by Ogilvy.

To learn more about the global goals and see how young people everywhere are making a big difference with little acts, please visit:

About Little x Little
Rooted in the truth that exponential change can be made possible by little acts, "Little x Little" is a global movement led by Generation Z – history's largest generation of young people – to fix the future. Taking a bite-sized approach to solving the world's biggest problems, "Little x Little" aims to inspire 2 billion acts of good by 2030 in support of the 17 Sustainable Development Goals adopted by the United Nations and world leaders in January 2016 to end poverty, fight inequality and stop climate change. Building a better world will require everyone's efforts – not the big, grand, impossible things past generations have done but the little things, over and over again. "Little x Little" is under the banner of Common Ground – the initiative by the world's six largest advertising groups to support the global goals. Common Ground's six founding members, Dentsu, Havas, IPG, Omnicom, Publicis and WPP alongside Wieden + Kennedy – with the financial, creative and logistical support of Google – came together under the banner 'The Common Futures Project' to conceptualize "Little x Little." Learn more about the global goals and see how young people everywhere are making a big difference with little acts at