Back in 1970, The United Nations set a target for rich nations to donate 0.7% of their wealth to developing countries each year. The idea was to make ending poverty a shared responsibility – and to remind us that a proportionally tiny amount can make a massive impact.
It’s brilliant except for one slight problem: only a handful of countries have actually reached the target since it was introduced. We wanted to put the 0.7% target back on everyone’s radar. To remind people how easy it is to make a positive impact. To reignite passion for ending poverty.