In order to bring attention to the Millennium Development Goals we created an event never before seen, a global statement to catch the attention of the world and inspire people to take action. 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. An integrated campaign inspired people to become the medium, mobilizing their communities to participate organizing rallies and simultaneous swim events putting the goals back on the world's spotlight.

The UN needed a campaign to raise global awareness of the Millennium Development Goals and let people know that world leaders had agreed to fulfil them by 2015. We needed to create something that would generate news and motivate media and brand support and at the same time inspire and mobilize people around the world to unite and help us spread the message. Our biggest challenge was our limited budget, For this we created a direct campaign that targeted social networks, world media channels, including key bloggers and many other groups invited people to help spread the message.

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.

- 47 countries joined the simultaneous swims.- Thousands of volunteers- Millions of visits through our online platform.- Even the Pope stressed the project’s importance.

- The UN called it “one of the most successful campaigns for the MDGs”.

We didn't just create ads, we created something bigger. Rather than tell, we wanted to show people that with the right determination we can do anything we set our minds to. Never before had one man attempted to connect the continent of the world by swimming. People united behind this one man's extraordinary feat, becoming spokespeople for the goals and mobilizing their communities by organizing events and rallies. As Marcos swam, more people joined him.The United Nations is all about coming together to solve problems, this exactly was the result of our campaign.