Havas helps to put a human face on world's poorest

Fund for Peace's The Bottom 100 campaign turns the spotlight on the world's poorest.

For all the column inches dedicated to each invidual and famiy on the annual super-rich list, the lesser privileged on the other end of the spectrum are forgettable faces documented on photo galleries that one might scroll through on their news feed. 

Havas Sydney spent two years working with journalists and photographers in a pro bono effort to tell the stories of the "Bottom 100", in a campaign for Fund for Peace. In the campaign, the bottom 100 are represented by 23 nationalities with the majority concentrated in the South. Visitors to the campaign site can read about their stories, while there is a call-for-action link for donation on PayPal. Those who are interested in how they rank on the world's rich list can input their annual income on the site. The campaign runs on OOH, experiential, digital and PR with support from Red Agency and Havas Media's international network.

Campaign's view: There is no euphemism for poverty, so calling the campaign "The Bottom 100" is an attempt to be a direct contrast. Since similar efforts to highlight and address poverty can often fade into the background until another campaign comes along, what we would like to see from the organisations involved is the sustainability of such campaigns and ways to keep public engagement alive. 

Related Articles

Just Published

6 hours ago

Kraft Heinz CMO: Ecommerce 'a hit to profitability'

As ecommerce retailers undercut each other with discounts, brands' profit margins are becoming squeezed.

7 hours ago

The often-hidden costs of in-house agencies

The founder and CEO of marketing consultancy TrinityP3 uses a side-by-side comparison to dig into the costs you might not have considered.

7 hours ago

Ice cream anime: Magnum tells 'pleasure tales'

The Unilever ice cream brand debuted two lovely little animated films at Sydney's Japanese Film Festival.

9 hours ago

Is the whole greater than the sum of its parts for ...

AGENCY REPORT CARD: As Zenith, Starcom and Spark Foundry meld together under the group's 'Power of one' philosophy, we grade them as one entity for the first time.