The UN needed to bring attention to the Millennium Development Goals while letting people know that world leaders had agreed to fulfil them by 2015. People usually think that problems far away don’t concern them; we wanted to prove that the distance between us isn’t that great and that the world’s problems affect us all.With a limited budget we set out to make a global statement, an event never seen before to generate news and inspire people to help us spread awareness of the goals.

We created Swim Across the Continents, a global campaign where one man, Marcos Diaz, would unite the world swimming from one continent to the next, demonstrating we aren't that far apart and spreading the message of the goals. People around the world made themselves the medium, becoming spokespeople and mobilizing their communities by organizing events and rallies, catching the attention of media worldwide.

We had to create an event to make people the medium for our message and catch the attention of media outlets around the world.

To engage people with Swim Across the Continents we embarked on a wide range of different mediums. We mapped out the most popular social networks and bloggers worldwide, developing a unique interactive platform with over 11 profiles in different. With a direct marketing strategy we contacted media channels and bloggers providing them with over 52 videos, press releases, and content to keep them up-to date with the most current information. Our website provided content and downloadable tools to mobilize people in their own community. We supported these actions with an integrated campaign including posters, outdoor, radio spots, and TV commercials.

Public figures, local and international brands and networks started showing their support becoming spokespeople for the cause, and dedicating space to talk about the goals.

The Millennium Development Goals message gained great exposure, touching millions around the world.

- Thousands of websites, blogs and news sites- 200 newspaper articles worldwide, 70 front-page publications.

- Appeared on international news networks.

- TV and radio created programming and dedicated space for the goals.- Millions of dollars in free PR, press and media placement.

- Over 47 countries joined the simultaneous swims.- Thousands of volunteers- Millions of visits through our online platform.