AI-led campaign turns London screens into call for child safety

The Brave Movement, part of Together for Girls, has staged a striking takeover of London’s Outernet to spotlight the urgent need for global investment in ending violence against children, ahead of this weekend’s G20 summit in South Africa.

The activation is the centrepiece of the “3rd Richest Nation” campaign, created by cummins&partners, which highlights landmark research showing the world would be $7 trillion richer if childhood violence were eradicated. Planned and negotiated by the7stars, the Outernet event served as the campaign’s key moment of impact, designed to reach global leaders and the public in the days leading up to the G20.

Immersive moment exposes a fictitious nation — and a real opportunity

Visitors to the Outernet from the week commencing 17 November were invited to watch an address from the President of what was presented as the world’s third-richest nation. As her speech began to glitch, the immersive environment revealed that neither the President nor her country actually exist — but their economic success could.

The AI-generated President was created using the combined facial features of 14 survivors of childhood violence, giving collective voice to their lived experiences.

Alongside the address, vibrant illustrated scenes of the fictional nation — from families playing in sunlit parks to kites flying over meadows — were developed by UK illustrator Marianna Tomaselli via Handsome Frank, enriching the illusion before the reveal. A scannable QR code directed audiences to learn more and take action.

Survivor-led message delivered on a global stage

Daniela Ligiero, Founder of the Brave Movement and CEO, 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 Outernet takeover also featured interviews with advocates and survivors, amplifying the voices of the Movement’s global network.

Strategic media rollout

The7stars delivered the OOH strategy, using the “3rd Richest Nation” creative across premium placements to maximise visibility at a critical moment.

Jake Galea, Client Lead, the7stars, said: “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.”

The activation is supported by large-format out-of-home, national press, and digital display activity. Beyond the film, the campaign comprises a full ecosystem mimicking the hallmarks of real G20 nations — including an embassy network, news channel, tourism assets and a digital citizen hub.

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.”

The Brave Movement, an initiative of Together for Girls, is a global survivor-led advocacy group dedicated to ending sexual violence against children and adolescents.

www.bravemovement.org

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