CECG - Say It With Me Now

For our Say It With Me Now campaign for the Climate Emergency Collaboration Group (CECG) we took on a global challenge: urging G20 leaders to address inequality by taxing the super-rich. The resulting campaign exemplifies how we bring creativity and an influencer-led strategy together to create change.

CECG approached us with a powerful mission: to demand action from G20 leaders to address global inequality by taxing the super-rich. The challenge? Transforming this bold yet complex idea into a message that could resonate globally and mobilise diverse audiences.

OUR APPROACH: CO-CREATION AND GLOBAL AUTHENTICITY

We knew that to have a real impact, this campaign couldn’t simply speak to people—it had to speak with them. So, our strategy focused on co-creation—ensuring the campaign was led by those most affected by inequality, not shaped solely by narratives from the global north.

From South African activist Zulaikha Patel to Brazilian rapper Preta Rara and economist Jayati Ghosh, the campaign spotlighted a diverse cast of influencers, campaigners, and everyday people. Critically, we also worked with multimillionaires who believe they should be taxed more, including Abigail Disney, Djaffar Shalchi, and Marlene Engelhorn, adding an unexpected and credible dimension to the narrative. These voices ensured authenticity and connected with audiences worldwide.

We engaged influencers like Felipe Neto, Brazil’s biggest YouTuber, and Moonchild Sanelly, a South African music icon, to act as catalysts for conversation. Their organic, tailored content amplified the campaign’s reach and credibility.

The hero film and supporting content were tailored to maximise impact on TikTok, Instagram, LinkedIn, and X, with a particular focus on sparking organic engagement.

This campaign was effective because it didn’t just broadcast a message—it gave a platform to those directly impacted by inequality. By elevating their voices and working collaboratively with a global network of influencers and organisations, we created a campaign that felt urgent, inclusive, and impossible to ignore.

At Don’t Panic, we believe in breaking the mould. Say It With Me Now proves that influencer-led campaigns, when built on co-creation and authenticity, can transcend borders and spark action. If you’re ready to make your message heard globally, let’s chat!