Unilever’s many brands took significant steps to create the bright future articulated by Paul Polman and Keith Weed. By 2016 the impact of those actions could be seen and measured. The sustained momentum of Unilever’s sustainability initiative led the brand to prophesize that at last the end of the old world was upon us and showed how the CPG giant’s brands were ushering in a brighter dawn. Unilever started to show that doing good in business is good for business; and the goodwill it generated in society at large played a part in its own defence when it became the object of an attempted hostile take-over bid in 2017. Saving the world is a big thing, but the same principles apply whatever the social task; you first raise the status and importance of the issue; you then identify your supporters; and then you mobilize them into action. It is the power of mobilization which distinguishes the digital contribution to social responsibility. At its most effective it can mobilize governments to change policy. One of David Ogilvy’s favourite charities was the World Wildlife Fund, and we still work for them in different places. In Thailand, we created a programme against the ivory trade. It involved celebrities and ordinary individuals removing the letter of the alphabet which means “elephant” from their names. Very gradually, an army of 1.3million people was mobilized. The Thai Prime Minister felt impelled to call a press conference at the height of the campaign to declare his support for a crackdown on