There are many rich lists throughout the world. These detail the wealthiest individuals, their assets, investments and net worth.
The Bottom 100, created by Havas for not-for-profit organisation, Fund for Peace, highlights individuals and their families facing extreme poverty caused by war, ethnic, religious, or social persecution, climate change or forced displacement, revealing the faces and stories of one hundred of the world’s poorest individuals from around the world.
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.
The international campaign aims to raise awareness about global poverty by making the world’s poorest real.
It 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 content featured within The Bottom 100 has been created to produce a stronger platform for lobbying of governments, businesses and influential organisations to provoke greater worldwide action to combat global poverty.
To launch the digital platform, the international networks of Havas, Red Agency and Havas Media have created a campaign, which will run through OOH, experiential, digital and PR.
In Australia, there will be a pop-up gallery in Sydney’s Surry Hills from June 21 to June 24, 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.
Stuart Turner and Seamus Higgins, joint executive creative directors at Havas Sydney, explained, “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 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.
J.J. Messner, executive director at Fund For Peace, noted, “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.”
See the faces and names behind The Bottom 100 online and support the cause here.
Credits:
Client: Fund for Peace
Executive Director: J.J. Messner
Creative Agency: Havas Sydney
Joint Executive Creative Directors: Stuart Turner & Seamus Higgins
Senior Copywriter: Kevin Masters
Senior Art Director: Jeremy Hogg
Copywriters: Jeremy Vernon & Joe Ranallo
Art Director: Tom Twiby
Head of Design: Darren Cole
Senior Designers: Nic Adamovich, Alex Dale, Nina Troeger, Michael Macgregor, Dylan Reid, Serlina Wong, Michele Wong & Amanda Christiansen
Head of Experience: Adam Shutler
Studio Lead: Michelle Skold
Senior Studio Artists: Jonathan Wilson & Pip Snelling
Junior Digital Producer: Megan Evans
Digital Executive Producer: Peter Segerer
Developers: Shannon Hochkins, Le Pradeep, Alec Pirillo, Brendan Betheldo Trevor Ko
Tech Lead: Yoann Bernex
Tech Team Lead: Thao McAvoy
Tech Director: Matt Watson
Client Operations Director: Birga Bardenhorst
Tester: Brad Bevan
Social Director: Mark McKissock
Social Content Producers: Katie Jamieson & 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
Media Supporters:
Active Media Group, Allure Media, Bauer Media, Fairfax, Feeds Media, JCDecaux, Mamamia, Pacific Magazines, Shopper Media & QMS
