In partnership with The Bill & Melinda Gates Foundation and The United Nations, Zero Point Seven is a campaign – aimed to reinvent the historical 0.7% aid target.

Role: Creative Director
Client: The United Nations
Agency: Future Büro
Year: 2013
In 2012 I was part of a team that was awarded the Bill & Melinda Gates Foundation's Cannes Chimera grant, an initiative aimed to enlist creative industry professionals to help solve global problems. The grant allowed us to develop a campaign called Zero Point Seven – aimed to reinvent the historical 0.7% aid target.

The 0.7% aid target was introduced in 1970 by the United Nations to encourage rich nations to use 0.7% of their annual wealth to reduce poverty and boost economic growth in the developing world. After about a year we found ourselves face to face with the Assistant Secretary General Jan Eliasson and other senior diplomats at the UN’s Headquarters in New York.  
The core of our idea was that 0.7% shouldn’t just be a target for governments – what if it was a target for everyone? The UN loved the idea and decided to partner with us on the project and the Give 0.7% movement was born.


Jack De Caluwé is a graphic designer and filmmaker based in Portland, Oregon USA. Currently serving as Executive Creative Director at Instrument—a brand experience agency.

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