Brave Movement takes over London’s Outernet in powerful campaign via cummins&partnersNYC
Ahead of the G20 summit in South Africa this past weekend 22-23 November, the Brave Movement, part of Together for Girls, took over London’s Outernet to broadcast its message on the urgent need to invest in ending violence against children around the world. Brave Movement is a global movement of survivors and allies working to end sexual violence against children and adolescents.
The event formed part of the “3rd Richest Nation” campaign, created by agency cummins&partnersNYC, an agency with Australian roots. The Outernet takeover, planned and negotiated by the7stars, served as the campaign’s central moment of impact, which calls on G20 leaders to boost the world’s economy by $7 trillion by investing in child protection.
The public were invited to Outernet to watch an address from the President of the third richest country in the world.
As her declaration of economic success began to glitch, the immersive event revealed that neither she nor her country exist, but their wealth could. The message ends with the campaign’s key claim that, according to landmark research, a world without childhood violence would be $7 trillion richer.
Alongside the presidential address, the Outernet creative included colourful illustrated scenes of the fictitious country to fully immerse viewers and make the glitching effect even stronger.
Creative agency cummins&partners worked with UK-based illustrator Marianna Tomaselli via Handsome Frank to create the scenes, which feature a family playing in a park in the sunshine, as well as a wildflower meadow and a kite flying across the sky, with a city visible in the background. Viewers could also scan a QR code to find out more about the cause and take action to end childhood violence.
The powerful event included interviews with representatives of the Brave Movement, a global network of advocates and survivors of childhood violence.
Says Daniela Ligiero, Founder of the Brave Movement and CEO of Together for Girls: “As survivors of child sexual violence, we know the impact of failing to protect children. Eradicating violence isn’t just a moral imperative. It’s also the greatest economic opportunity of our time. Through our innovative 3rd Richest Nation campaign, we are telling world leaders that now is the time to invest in our children.”
The OOH element of the campaign was planned and executed by the7stars. Centred around the striking “3rd Richest Nation” creative, the strategy was designed to maximise visibility and credibility at a critical global moment, using placements to spark awareness and conversation.
Says Jake Galea, Client Lead at the7stars: “For a message of this importance, choosing the right canvas was essential. Outernet is one of the most unique digital environments in the world — its scale and immersion allowed us to create a world that felt aspirational and full of promise, only for the truth to break through in a way that’s impossible to ignore. That contrast and scale is what gives the piece its power. Working with Together for Girls and survivors to shape this moment has been incredibly meaningful, and we hope it sparks awareness at a pivotal time.”
The immersive event was supported by large-format out-of-home, national press, and digital display activity to reach a broad audience.
In addition to the film, the campaign by cummins&partners includes a large ecosystem of innovative and interactive hallmarks familiar to genuine G20 countries, such as an embassy network, a news channel, a tourism campaign, and a digital citizen hub.
The AI generated president was formed from the faces of 14 survivors of childhood violence.
Says Louis Lunts, Managing Director & Partner at cummins&partnersNYC: “The President of 3RN combines the identities of 14 survivors of childhood violence, all now speaking with one voice to the people of London. Seeing her speak on a stage as iconic as the Outernet is a pinch-me moment for the campaign, for the agency, and (as a homesick Londoner in NYC) for me!”
The Brave Movement, an initiative of Together for Girls, is a global survivor-led advocacy movement focused on ending all forms of childhood sexual violence. Together for Girls is a global partnership working to end sexual violence against children and adolescents.
Client: Together for Girls & The Brave Movement
Chief Executive Officer & President: Daniela Ligiero
Senior Director of Communications: Marek Pruszewicz
Senior Director, Global Campaigns: Emily Laurie
Deputy Director of Communications: Alex Nowak
Head of Region, Africa: Kanga Rasi
Senior Manager, Data Evidence and Policy: Ashleigh Howard
Campaign Manager: Ngunan Ioron Aloho
Digital Communications Advisor: Roz Pen
Communications Officer: Lucía Castuera
Creative: Cummins&Partners
Chief Creative Officer: Sean Cummins
Partner: Louis Lunts
Associate Creative Director: Hali Pollard
Production Lead: Madeleine Burrell
Content Lead: Julian Breheny
Senior Designer: Joel Orlandini
Design Director: Abbi Chard
Strategy Director: Olivia Santilli
Group Account Director: Charissa Martin
Account Executive: Isabella Coco
Media: the7stars
Client Lead: Jake Galea
Account Manager: Olivia Montgomery
Media Buyer: Mia King
Media Buyer: Ruby Mackay-Smith
Production Company: Reframe the World
Director: Matt Palmer
Executive Producer: Michael Paey
Producer: Adam Thayer
Production Assistant, Set: Ben Asciutto
Camera: Michael Enos
1st AC: Bryan Heffernan
Gaffer: Eli Freireich
Key Grip: Blaine Davis
Sound Mix: Olaitan Agueh
Hair & Make Up: Ivey Ray
Wardrobe: Danielle Dinten
Production Design: Lucas Godlewski
Set Dresser: Chris Ungco
Key: Alec Hawkins
Production Assistant: Ralph Makombo
VFX Supervisor: Jonathan Kimmel
Post Producer: Jonathan Kimmel
Edit & Color: Zev Schmitz
VFX & AI: Jordan Adler
Sound Mix: Ryan Pribyl
Talent: Nia Roe
Camera Vendor: Flower Box Films
G&E Vendor: Flower Box Films
Production Supplies Vendor: Flower Box Films
Sound: Olaitan Agueh
Catering: Monterone
Trucking: EDGE
Props, Rentals & Purchases: Lucas Godlewski
Casting: Jason Loftus of Heery Loftus
Hero: Flower Box Films
Illustration: Handsome Frank
Co-Founder: Jon Cockley
Illustrator: Marianna Tomaselli
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