The Our future is here campaign for IFAD culminated with the #DanceforChange Challenge in partnership with TikTok and featuring afrobeats superstar Mr. Eazi and renowned choreographer Sherrie Silver. It attracted a global audience of millions and inspired tens of thousands of young people to create their own dance videos as a virtual petition calling for more investment in rural youth.


United Nations International Fund for Agricultural Development (IFAD)


May 2019


Communications Strategy
Campaign Concepting
Digital Design
Design Systems
Project Management
Team Building
User Research
Frontend Development
Creative Direction
Social Engagement
Photo of Mr. Eazi in Profile. Hashtag DanceforChange.

We approached rising Afrobeats superstars Mr Eazi, GuiltyBeatz and J Derobie and they kindly composed and performed the original song Freedom for the campaign. (I also designed the album cover).

A music video was shot in Cameroon, featuring world-renowned choreographer Sherrie Silver visiting IFAD-supported projects led by young agri-preneurs. (I recruited the director).

Sherrie and a local dance troupe in Cameroon. Photo by David Paqui.

I led cross-agency brainstorming sessions focused on young colleagues and parents with teenagers. The result was the first UN agency partnership with the then rising and now ubiquitous video-sharing mobile-app TikTok.

The concept was crowd-sourced dance choreography videos as a virtual petition for more investment in young agri-preneurs. The campaign culminated in millions of views and significant exposure.

Mr. Eazi. Dance for Change!
Mr. Eazi. Dance for Change!
Mr. Eazi. Dance for Change!
Mr. Eazi. Dance for Change!
Mr. Eazi. Dance for Change!
Mr. Eazi. Dance for Change!

The campaign garnered significant coverage in the global news media, including Thomson Reuters, APF, Global Citizen, and a special feature in the Guardian.

#DanceforChange became the most successful advocacy campaign IFAD has ever had, earning massive exposure for the historically low-profile UN agency.

Mr. Eazi. Dance for Change!
Mr. Eazi. Dance for Change!

The campaign microsite was a riot of animations and vivid colours, with an unconventional layout and surprising interactions resulting in a nonlinear experience meant to capture the rambunctious energy of youth.

I designed it as a single page application modular grid system of squares that could grow with the campaign as content became available during periodic activations. (Note: It has not been maintained since 2019).


Need a digital design partner?

Reach out with your project details at peter@simulacranaut.com and we'll set up a meeting.