We came up with the campaign, In My Name, by turning the popular ‘Not in my Name’ activism of the day into an optimistic challenge. The campaign involved a song written by the artist Will.i.am, and a music video packed with supporting celebrities. At the launch event, the Black Eyed Peas performed In My Name in front of the UN headquarters in New York, watched by UN Secretary General, Ban ki-Moon and influential guests. U2’s Bono declared; “I’ve just got one name, it’s easy to remember - BONO - but it’s easy to forget what’s been done in your name...make sure you don’t.” The backdrop to the performance was a transparent screen which was signed by hundreds of people demanding their leaders work harder to end poverty & injustice.

The In My Name video contained an interactive digital element in a first-of-its kind partnership with YouTube: at the end, Will.i.am invites viewers to upload a short video of what they want their government to do “in their name”. Thousands of people responded, uploading videos about free healthcare, education, safe drinking water, and ending conflict. The best uploads were broadcast at the YouTube awards.