THE BOTTOM 100

Short List
TitleTHE BOTTOM 100
ClientFUND FOR PEACE
Product / ServiceCOMBATING GLOBAL POVERTY
CategoryB03. Use of Print
EntrantHAVAS AUSTRALIA Sydney, AUSTRALIA
Idea Creation HAVAS AUSTRALIA Sydney, AUSTRALIA
Media Placement HAVAS MEDIA AUSTRALIA Sydney, AUSTRALIA
PR RED AGENCY Sydney, AUSTRALIA
Production HAVAS AUSTRALIA Sydney, AUSTRALIA
Production 2 FINCH Sydney, AUSTRALIA
Production 3 CREAM STUDIOS Sydney, AUSTRALIA
Additional Company RED GUERILLA Sydney, AUSTRALIA

The Campaign

Australia is currently ranked 172 out of 197 countries on FFP’s Fragile States Index. Even on the minimum wage, Australians are still within the top 6.6% of the world’s wealthiest individuals while Australians with an average income (according to HILDA) fall within the top 0.6%. To create The Bottom 100 - a look at life at the other end of global top 100 ‘rich lists’. The Bottom 100 was a completely new initiative that would tell the personal stories of one hundred people, representing the world’s poorest individuals across the globe. Our aim was to put a face on the issue of global poverty so that it stopped being someone else’s problem, “over there”.

Creative Execution

Made over 2 years, covering 5 continents and 23 nationalities,100 powerful stories were captured by a global team of photographers and journalists. The global project was launched in Australia on World Refugee Day, with major press and influencers invited to an exhibition of these stories. The 100 personal accounts spread across the world, through earned social, PR, and negotiated free media, appearing in places they had never been seen before, from New York, to the Vatican, across TV, out of home, digital and printed media. Every channel was united by one purpose: to put a human face to the suffering of millions, and generate empathy, awareness, and action.

Within a week of launching The Bottom 100, we secured 100+ pieces of local coverage, across key targets including ABC News, SBS, Fairfax (SMH and The Age), HuffPost and AAP. Local media and social media reached an audience of 19 million+ (80% of the Aussie population). We captured the attention of flagship media titles around the world including NY Times, Vanity Fair, France 24, Humanosphere and amazingly the front cover of the highly influential Osservatore Romano – the daily newspaper of the Vatican. Global earned media reached a further 70 million+. Global PR Reach 90,000,000 Media impressions 40,369,000 - with $0 spend Doubled their annual social reach - in one month 540% increase in monthly engagement And most importantly, Funds For Peace now has an annual way to draw our attention to the faces and stories from the other end of the world’s rich list.

The Bottom 100 was created to tell the stories of those on the other end of the world’s rich lists, to put a human face to the millions displaced by conflict and persecution. Print was the perfect medium for us to tell their stories in a format that people could digest. Each execution was carefully crafted to hero the people and their unique struggles, with simplicity and power, across everything from leading magazines and newspapers, to a bespoke publication.

Insights, Strategy and the Idea

The target audience was two-fold: - Members of the public - Key stakeholders within Government, not-for-profit organisations focused on global issues such as terrorism, displacement and poverty, universities and other advocates for international social welfare initiatives. Faced with a target audience that have become numb to the plight of the world's poorest, who can't see the humans behind the headlines - our strategy was to create a way to cut through their apathy, to humanise and personalise their individual journeys and struggles. We believe that if people can relate on an individual level to a problem, they are more inclined to take action. The campaign was planned to launch through PR, generating global exposure through earned media. Our launch was timed to coincide with World Refugee Day (20th June) to give us a timely global hook for our story.

Credits

Name Company Position
Stuart Turner, Seamus Higgins, Tim Green Havas Sydney Executive Creative Director
Kevin Masters, Jeremy Vernon, Joe Ranallo Havas Sydney Copywriter
Jeremy Hogg, Tom Twiby Havas Sydney Art Director
Darren Cole Havas Sydney Head of Design
Nic Adamovich Havas Sydney Senior Designer
Alex Ball Havas Sydney Client Business Director
Maggie De Goede Havas Sydney Account Manager
Thea Clausen Havas Sydney Print Lead
Alex Dale, Nina Troeger, Michael Macgregor, Dylan Reid, Serlina Wong, Michele Wo Havas Sydney Designer
Jonathan Wilson, Pip Snelling Havas Sydney Senior Studio Artist
Shannon Hochkins, Le Pradeep, Trevor Ko, Brendan Betheldo, Alec Pirillo Havas Sydney Developer (Front & Back)
Mark McKissock, Katie Jamieson, Edwin Concubierta Havas Sydney Social Content
Adam Shutler Havas Sydney Head of Experience
Peter Segerer, Megan Evans Havas Sydney Digital Producer
Yoann Bernex, Thao McAvoy, Matt Watson Havas Sydney Tech Lead / Director
Brad Bevan Havas Sydney Tester
Melanie Colwell Havas Media Trading Manager
James Wright Red Agency CEO
Adam Freedman Red Agency Head of Consumer
Jackie Holt, Andrea Philips, Simone McKay Red Agency Account Management
Sam Perry Red Guerilla Head of Production
Kana Phung Red Guerilla Producer
Beau Simmons Havas Sydney Editor
Steve York Cream Studios Retoucher
Janai Anselmi Janai Anselmi Styling Stylist
J. J. Messner The Fund for Peace Executive Director
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