Since 2020, the UN and Purpose have been delivering communications through Verified. Initially launched during the COVID-19 pandemic, Verified shared lifesaving information in real time, flooding digital spaces with science-backed content. Verified combines the presence of the UN with Purpose’s ability to meet audiences where they are, with content they want to engage with.

From viral content hits such as the music video “Mask On” by Raftaar in India, to launching ‘Zwakala’ a national behavior change campaign which was adopted by the South African Government. From a global headline-grabbing stunt that lit up Rio’s Christ the Redeemer statue, to training 100 doctors as TikTok creators. Verified has reached over one billion people around the world, changing perceptions, attitudes and behaviours, and empowering audiences to make informed choices. In close collaboration with the UN, and with over 250 partners around the world, Verified has flexed to inspire and inform across issue areas, including Gender Based Violence, Hate Speech, Routine Immunisation and the War in Ukraine.

Now, in line with the Secretary General’s call for urgent action on Climate Change, we are harnessing Verified to turn the tide on denialism, doomism and the narrative of delay. We aim to mobilize communities around the transition to renewable energy and serve as an antidote to the proliferation of climate disinformation designed to keep people hooked on fossil fuels.

When visiting health centers in India, women and girls are often treated disrespectfully, facing discrimination and stereotyping, deterring them from using services. We created a public awareness and mobilization campaign to inspire women to demand dignity when accessing healthcare. The campaign launched a symbol - the Khud Se Pooche pin - to represent care with dignity for all women. The symbol was co-created by the Women of Bihar and the artist Princess Pea, collaborating with 500 women and 15 partners.

The Khud Se Pooche (Pass the Pin) campaign was supported with film, digital, radio, experiential and press coverage - and the pin became a symbol of shared understanding, the campaign had a digital reach of 80 million creating widespread awareness on healthcare with dignity and a safe space for women to voice their health concerns and receive treatment. Resulting in 15,000 women signing up as ambassadors and youth thought leaders who continue the movement today.

The gaming industry is the most profitable in the world, and is an ever-growing part of politics. From GamerGate to the elections, from Steve Bannon to Brazilian “Hate Cabinet”, from trolls and chans, to the surge in fake news and misogyny. On gaming forums, extremists promote organized attacks against institutions, democratic principles and identity activism.

The Gamer Impact Lab occupies social spaces within gamer culture to promote social participation and fight against extremist speech. We create activations and campaigns on Discord, Twitch, in gaming podcasts and YouTube channels, in guilds and RPG gaming sessions. Meeting communities where they are to inspire positive political debates and engage audiences during elections, with the goal of building a more democratic, just, and transparent gaming universe.

Supported by Open Society Foundation, Oak Foundation, Funação Tide Setúbal and Porticus.

As a leading hand and body care brand, Vaseline was looking to leverage its power to address the inequities in skin healthcare, driving access to proper dermatology care for people with highly melanated skin. Purpose and Vaseline partnered on a year of brand purpose refinement, implementation and activism, planning tangible interventions at different systemic points, and a consumer-facing campaign about equity in skin healthcare.

As Vaseline prepared for launch, Purpose continued the partnership by bringing oversight, a racial equity lens, and social impact expertise to the strategy and creative, including advice on authentic community engagement, influencers and partnerships, and storytelling. Purpose’s inputs continue to inform Vaseline’s organizing tactics and award-winning brand purpose campaign creative. In 2022, Vaseline continued its partnership with Hued with the launch of See My Skin, the first online database designed to allow patients to look up skin healthcare conditions on skin of color.

The boroughs of Lambeth and Southwark have some of the worst air pollution levels in London. Black, Brown, Asian communities are the most impacted, the least likely to add to the problem, and the least represented in the movement. Purpose partnered with Impact on Urban Health and musician and artist Love Ssega to create LIVE + BREATHE, a clean air movement that uses art, culture and music to make noise about the issue and engage this audience in the debate.

LIVE + BREATHE inspires communities to host and participate in events and activations that entertain and inform in equal measure. From day festivals in the park, to panel events at  nightlife hotspots, to original music, art and poetry created by locally influential artists, to roller skating lessons with a clean air twist - the campaign has reached residents and changed perceptions across the boroughs. Platforming diverse new voices in the movement, and garnering attention at a national scale with media coverage and features in The Southbank Centre, Billie Eilish’s Overheated, The Royal Opera House and a BBC Radio 4 Documentary.

Purpose partnered with the LEGO Foundation, and with NGOs, education networks, and early childhood development organisations across Brazil, Colombia, South Africa and Rwanda to build a strong and enduring movement for play. Helping parents and caregivers understand the value of play for their children, while building political champions to unlock playful learning at scale.Through public education and engagement, and ‘Play Caravan’ activations, we encourage families to recognise the benefits of play, dedicate more time to play with their children, and demand more space for play in their communities and classrooms. We organize public advocacy encouraging decision makers to support playful learning in education systems and public spaces.

We’ve engaged 57 million people with play experiences across the world; working with The Ministry of Education in Colombia to integrate playful learning into the national remote education platform, partnering with TikTok in Brazil to promote playtime amongst families, and working with countless opinion leaders, celebrities and influencers to speak out about the importance of play.