Two days after the United Nations formally adopted a set of ambitious goals to tackle the world’s most pressing problems by the year 2030, Amina J. Mohammed’s main concern is getting the word out about them to as many people as possible.

As the U.N. Secretary-General’s Special Adviser on Post-2015 Development Planning, Mohammed has spent the past three-and-a-half years corralling the 193 member states to agree on the 17 Sustainable Development Goals (SDGs), often referred to simply as the Global Goals — a blueprint for the world to end extreme poverty, fight inequality and injustice, and combat climate change within the next 15 years.

Mohammed is one of the people at the forefront of a clever and widespread campaign to make the SDGs famous, especially among youth, including colorful designs and celebrity endorsements — all creative touches the MDGs sorely missed 15 years ago. And though it’s early yet, it seems to be working.