One Direction launches fans' 'Dear World Leaders' video appeal

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Pop group One Direction has released a video appeal from their global fanbase for world leaders to take action on poverty, inequality and climate change.

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 "ction/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 September and in relation to climate change at a second UN conference on Nov. 30 to Dec. 11.

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.

Campaign credits

Client: Action/1D, One Direction

Agency: The Rumpus Room

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