Fund For Peace (FFP): The Bottom 100 [image]

Credits & Description:

Client: Fund For Peace
Agency: Havas Australia Sydney, Australia
Entrant: Havas 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
Executive Creative Director: Stuart Turner, Seamus Higgins, Tim Green (Havas Sydney)
Copywriter: Kevin Masters, Jeremy Vernon, Joe Ranallo (Havas Sydney)
Art Director: Jeremy Hogg, Tom Twiby (Havas Sydney)
Head Of Design: Darren Cole (Havas Sydney)
Senior Designer: Nic Adamovich (Havas Sydney)
Client Business Director: Alex Ball (Havas Sydney)
Account Manager: Maggie De Goede (Havas Sydney)
Print Lead: Thea Clausen (Havas Sydney)
Designer: Alex Dale, Nina Troeger, Michael Macgregor, Dylan Reid, Serlina Wong, Michele Wo (Havas Sydney)
Senior Studio Artist: Jonathan Wilson, Pip Snelling (Havas Sydney)
Developer (Front & Back): Shannon Hochkins, Le Pradeep, Trevor Ko, Brendan Betheldo, Alec Pirillo (Havas Sydney)
Social Content: Mark Mckissock, Katie Jamieson, Edwin Concubierta (Havas Sydney)
Head Of Experience: Adam Shutler (Havas Sydney)
Digital Producer: Peter Segerer, Megan Evans (Havas Sydney)
Tech Lead / Director: Yoann Bernex, Thao Mcavoy, Matt Watson (Havas Sydney)
Tester: Brad Bevan (Havas Sydney)
Trading Manager: Melanie Colwell (Havas Media)
Ceo: James Wright (Red Agency)
Head Of Consumer: Adam Freedman (Red Agency)
Account Management: Jackie Holt, Andrea Philips, Simone Mckay (Red Agency)
Head Of Production: Sam Perry (Red Guerilla)
Producer: Kana Phung (Red Guerilla)
Editor: Beau Simmons (Havas Sydney)
Retoucher: Steve York (Cream Studios)
Stylist: Janai Anselmi (Janai Anselmi Styling)
Executive Director: J. J. Messner (The Fund For Peace)
Website URL: http://bottomhundred.org/
Describe the campaign/entry:
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:
8 Photographers documented 100 incredible individuals from 23 countries over 5 different continents. A simple blue graphic device was used as a backdrop throughout the 100 images to act as a common thread, putting the focus on the individual by bringing them out of their surroundings.
We wanted these people to meet the eyes of the viewer, not just to enhance the sense of human connection and empathy, but to empower them. They are not victims, they are survivors of circumstances beyond their control. We wanted to convey their resilience, pride, hope and personal struggle.
Launching in Australia, we brought the individual stories of The Bottom 100 closer to the public than they have ever been before - transforming an unused space to create a real-life gallery where media, influencers, stakeholders and the public could see the faces and read the stories of those featured in The Bottom 100.
Indication of how successful the outcome was in the market:
Within a week of launching The Bottom 100, we secured 100+ pieces of local coverage (Australia), 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 target audience was two-fold:
- The public: Raise awareness for the millions displaced by conflict and persecution.
- Key stakeholders within Government, not-for-profit organisations, universities and other advocates for international social welfare initiatives.
The PR strategy focused on communicating the objectives and ethos behind The Bottom 100 within Australia and internationally, to put a human face on the suffering of millions. We wanted to tell stories that are so prevalent in the Third World but go unnoticed or ignored by those in the West every day. We needed to find a way to tell a global story on a local level to give our target audiences compelling reasons to engage with the campaign and provoke action.
The campaign was planned to launch through PR, with activity timed to coincide with World Refugee Day (20th June) to give us a timely global hook for our story.