Campaign via Havas Sydney created to fight against global poverty.
Havas has today launched The Bottom 100, an international campaign, aimed at raising awareness of the issue of global poverty for international not-for-profit organisation, Fund for Peace. In a world-first, The Bottom 100 is a look at the other end of global 'rich lists', revealing the faces and stories of one hundred of the world's poorest individuals from around the world.
Through the powerful content featured within the Bottom 100, Havas and Fund for Peace are working to create a greater platform for lobbying of Governments, businesses and influential organisations to provoke greater worldwide action to combat global poverty.
While 'Rich Lists' detail the wealthiest individuals, their assets, investments and net worth, The Bottom 100 highlights individuals and their families facing extreme poverty caused by war, ethnic, religious, or social persecution, climate change or forced displacement. Many within The Bottom 100 have been forced to flee their homes and countries, leaving behind everything they own and any security for their future.
To launch the digital platform www.bottomhundred.org, Havas, with support from Red Agency and Havas Media across its international network, have created a campaign which will run through OOH, experiential, digital and PR. The concept will be brought to life locally through a pop-up gallery in Sydney's Surry Hills from 21st June until 24th June where visitors will be able to see the faces of those within The Bottom 100 and read more about their stories of struggle and survival.
Says Stuart Turner and Seamus Higgins, joint executive creative directors at Havas Sydney: "We are incredibly proud to be launching the Bottom 100. It's been a huge team effort over 2 years to make this happen across the global Havas network and through support from strategic partners including FINCH and Cream. Our combined capabilities have enabled us to give a voice to these 100 people who represent millions living in similar circumstances around the world. Our hope is that this campaign helps people see through the faceless crowds and look at the individuals and their struggles for a better life for themselves and their families."
The Fund For Peace's Bottom 100 took almost two years to complete with interviews taking place across five continents, covering 23 different nationalities and many more ethnicities and languages. While all of these stories feature struggle and suffering, they also tell a story of resilience, perseverance, and courage in the face of extraordinary challenges.
The new initiative forms part of the FFP's commitment to promote sustainable security for those living in debilitating poverty, and has been launched in response to the current global migrant crisis.
Says J.J. Messner, executive director at Fund For Peace: "When the world talks about rich lists, the focus is always at the top. But there is a lack of knowledge and understanding about those at the other end of the spectrum. We believe the more people hear stories like these, the less common they will become. The stories of these 100 people are just as important as those at the top and deserve to be heard. We encourage everyone to take a stand on behalf of the people featured in the Bottom 100 - and the millions facing the same struggles. It's time to take a stand and make clear that poverty alleviation is a high priority for us all."
Client: Fund for Peace Executive Director: J.J. Messner
Creative Agency: Havas Sydney Executive Creative Directors: Stuart Turner, Seamus Higgins, Tim Green Senior Copywriter: Kevin Masters Senior Art Director: Jeremy Hogg Copywriter: Jeremy Vernon Copywriter: Joe Ranallo Art Director: Tom Twiby Head of Design: Darren Cole Senior Designer: Nic Adamovich Senior Designer: Alex Dale Senior Designer: Nina Troeger Designer: Michael Macgregor Designer: Dylan Reid Designer: Serlina Wong Designer: Michele Wong Designer: Amanda Christiansen Head of Experience - Adam Shutler Studio Lead: Michelle Skold Senior Studio Artist: Jonathan Wilson Senior Studio Artist: Pip Snelling Junior Digital Producer: Megan Evans Digital Executive Producer: Peter Segerer Mid Level Developer: Alec Pirillo Mid Front End Developer: Brendan Betheldo Senior Front End Developer: Trevor Ko Tech Lead: Yoann Bernex Tech Team Lead: Thao McAvoy Tech Director: Matt Watson Senior Developer: Shannon Hochkins Senior Front End Developer: Le Pradeep Client Operations Director: Birga Bardenhorst Tester: Brad Bevan Social Director: Mark McKissock Social Content Producer: Katie Jamieson Social Content Producer: Edwin Concubierta Print Lead: Thea Clausen Print Producer: Alex Hobson Head of Production (Red Guerilla): Sam Perry Producer (Red Guerilla): Kana Phung Editor: Beau Simmons Head of Traffic: Anthony Janjic Client Business Director: Alex Ball Account Manager: Maggie De Goede
Media: Havas Media Trading Manager: Melanie Colwell
Public Relations: Red Agency CEO: James Wright Head of Consumer: Adam Freedman Senior Account Manager: Jackie Holt Senior Account Executives: Andrea Philips, Simone McKay
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