UN Foundation | Unlock Humanity+

A 24-hour live brief for the UN Foundation.

Unlock Humanity+

Cairns Hatchlings OOH Winner (2026)

The ask: Create an OOH campaign that reminds Aussies that small actions can save lives - converting them into Unite for Humanity subscribers to help raise $23B and save 87M lives.

No pressure.

We found a simple tension: Australians under-30 spend an average of $178/month on subscriptions they barely use. Yet giving to causes they care about can still feel out of reach.

So we asked: what if saving lives was a subscription too?

Unlock Humanity+ hijacked the language, UX and psychology of subscription culture to show the life-saving potential of a single dollar. Across digital billboards, contextual DOOH, interactive NFC-screens and transit OOH, familiar everyday behaviour became simple, vital calls to action.

SOPHIE & SOPHIESOPHIE & SOPHIE