The ‘Dear World Leaders’ film has been viewed 256,000 times since being published on YouTube yesterday, with the band urging their fans to use social media to drive its popularity.
One Direction’s ‘Action/1D’ initiative is the group’s contribution to the umbrella campaign ‘Action/2015’, which has brought together more than 2,000 organisations around the world.
They are seeking to influence the targets politicians will set in relation to poverty and inequality reduction at a United Nations conference on 25-27 September and in relation to climate change at a second UN conference on 30 November - 11 December.
One Direction first asked its fans to participate in the appeal on 8 July by submitting videos in response to briefs set through a mobile web app built by The Rumpus Room.
Fans from 172 countries submitted 54,000 days worth of footage, which was edited down to a three-minute video with an introduction by the band.
Client: Action/1D, One Direction
Agency: The Rumpus Room