On 15–16 October 2006, 23,542,614 millennials, in over eighty countries around the world set a new Guinness World Record for the largest number of people to "STAND UP AGAINST POVERTY". The United Nations decided to utilize the millennials based on the years of research concluding that for millennials, fulfilling their social worth is the ultimate reward they can get, life for them is an adventure, and so the campaign gives them the biggest movement they have yet to take.