In a world of complex global challenges, sometimes the real task is making people care. In the latest episode of ‘Join The Ride ➔ Brands in Motion’, the UN Foundation’s David Ohana shares how he turns global issues into something deeply human.
David Ohana, Chief Communications and Marketing Officer at the United Nations Foundation, has collaborated with global powerhouses that would be the envy of any marketer – from Beyoncé to Ban Ki-moon and David Beckham.
But despite the scale, access and celebrity power, Ohana says his approach comes down to something far simpler and far more familiar: “Right audience, right message, right time.”
In the latest episode of ‘Join The Ride ➔ Brands in Motion’ from Uber Advertising, Ohana joins Michael Levine, Head of APAC at Uber Advertising, to unpack how that principle has guided his work across some of the world’s most high-profile campaigns.
One powerful example of such a campaign includes Ohana’s award-winning work to pull together the world’s youngest TED Talk, featuring then-seven-year-old Molly Wright. But while the idea itself was ambitious, the insight behind it was rooted in a moment most parents in the US would instantly recognise.
Ohana explains: “When we had our first child, the hospital wheeled out a TV screen. It was a public service announcement with the key message ‘Don’t shake your baby’.
“It was super important. Even years later, I remember every single part of that video because it was the right message, the right audience and the right time.”
Years later, Ohana had the opportunity to bring this thinking to life while at Minderoo Foundation, when he was tasked with “making the first five years of a child’s life famous” – essentially to highlight just how critical this period is for a person’s development.
Thus came the world’s youngest ever TED Talk, which landed to great acclaim and even scored a coveted Gold Effie.
Ohana revealed: “The data that came back showed that nine out of 10 parents who saw the TED Talk said they would connect, talk and play more early and often with their children. To me it was the perfect example of right audience, right message, right time.”
But this isn’t a new challenge for Ohana. Across a career leading numerous global campaigns – including World Humanitarian Day and World Children’s Day – he has repeatedly been tasked with making complex, large-scale issues resonate on a human level.
As Ohana explains, it’s the biggest challenge he faces: “Our task is to make all huge numbers actually relatable and show that what happens anywhere, affects everyone everywhere.”
For Ohana, the answer isn’t to overwhelm people with scale – but to ground the message in something more human.
He says: “Even though it’s pretty short-sighted to think you can let things go to waste overseas and it’s not going to come back to haunt us – that’s the stick. I like to lead with the carrot, which is a reset back to humanity and people helping people.”
Sometimes the connection is immediate. Other times, it takes longer to materialise, like with Ohana’s 2012 collaboration with Beyoncé for World Humanitarian Day.
He explains that for the initial project, Beyoncé shot a music video in the UN General Assembly Hall. Despite achieving “crazy” social media reach, it was difficult to tie the project to tangible change.
But it all came to fruition a few years later: “We came back together with Beyoncé’s team on a new project ‘BeyGood4Burundi’, building 80 wells and bore holes to bring clean, safe water to 160,000 children, women and men in Burundi.”
For Ohana, it’s a reminder that the value of a moment isn’t always immediate but can evolve over time. And while not every marketer has access to global stages or celebrity partnerships, he’s clear that the fundamentals of marketing should still remain the same.
Ohana explains: “My method is pretty simple: do things for the right reasons. The best ideas often come from anywhere, not just the creative team. No matter what kind of brand you are, there are massive amounts of good you can do.”
And importantly, that impact extends beyond purpose alone.
Ohana says: “Doing good doesn’t just get you through the pearly gates quicker. It’s actually good for business, for our planet and for our children.”
For Ohana, the takeaway is clear: when brands focus on the right message, for the right audience, at the right time – the impact can go far beyond the moment itself.
Watch the full episode of Join The Ride ➔ Brands in Motion on B&T’s YouTube channel now! Plus, catch up on previous episodes featuring Ed Stening (Posca Hydrate), Kate Hornstein (BYD Australia and New Zealand), Leandro Perez (Salesforce) and Naysla Edwards (American Express).
