The Fund for Peace is an international not-for-profit that needed a way to cut through the apathy of a public that’s become numb to the suffering of 65.6 million displaced by conflict and persecution. Using the annual rich lists that we love looking at, to make us see what we’ve become blind to, we created The Bottom 100: a collection of stories from the other end of those lists. It put human faces to the suffering of millions, personalizing their struggles, and engaging those with a voice, to use it for those who don’t. The 100 stories spread across the world, through earned social, PR, and negotiated free media, appearing in places they’d never been seen before, from New York, to the Vatican, across TV, OOH, digital and print. Every channel aimed to get us talking about the plight of the people we’ve become blind to.
Integrated advertisement created by Havas, Australia for Fund for Peace, within the category: Public Interest, NGO.