In the run-up to the G20 in South Africa on 22-23 November 22-23, the Brave Movement, a global network of advocates and survivors, will launch the “3rd Richest Nation” (3RN) campaign, its largest- ever push to tackle violence against children.
Developed by creative agency cummins & partners, the global campaign imagines a fictional country whose $7 trillion GDP–making it the third wealthiest nation in the world – matches the annual economic cost of childhood violence.
The 3RN campaign marks a major shift in the movement to tackle violence against children. By reframing the problem in financial terms that G20 leaders are primed to understand and act upon, it positions the issue as an economic emergency rather than a moral imperative.
Campaign activity includes social, OOH, TV, experiential, and digital display in key markets: USA, UK, Kenya, Switzerland, Australia, Canada, Ireland, Germany, Nepal, Nigeria, Sierra Leone, Lesotho, South Africa, Uganda, Côte d’Ivoire, Portugal, Argentina and France.
The campaign kicks off with this 60-second hero film featuring a special address from the fictional country’s President to fellow G20 leaders.
Running across TV, ambient outdoor, and online, her speech is a confident declaration of victory, explaining that eradicating childhood violence has made them the third richest country on Earth.
However, as the speech unfolds, the film starts to glitch as we notice that items from the President’s office are being removed. At first it’s subtle, but as items including a pen, a flag, and a portrait all hauntingly disappear one by one, a growing sense of unease jars with her positive message.
Finally, the President herself abruptly glitches out of existence as the film lands its climactic message: “This nation isn’t real. Its wealth could be.”
Directed by Matt Palmer of production company Reframe the World, he film was created using an innovative blend of live action and VFX. The President is an AI-generated amalgamation of 14 survivors of childhood violence who have agreed to lend their likeness to the project and guided its message.
