The point was that technology has evolved so far that many of the world’s problems are
now fixable. Emphasizing the United States, the United Kingdom, Germany, and China, the campaign began internally
to inform and inspire IBM employees about how they could contribute to building a “Smarter Planet.”An
unconventional “Mandate for Change” series offered long-form, content-rich print ads in the business world’s
top newspapers outlining how IBM would address 25 key issues to make the
world work better.