Brave movement reimagines a world without childhood violence

The Brave Movement has launched its largest-ever global campaign, urging G20 leaders to invest in ending violence against children — an issue it says costs the world economy $7 trillion each year. The 3rd Richest Nation (3RN) campaign reimagines a fictional country whose wealth equals that staggering economic loss, reframing child protection as both a moral and financial imperative.

Developed by creative agency cummins&partners, the campaign uses the fictional nation as a striking metaphor to demonstrate how preventing childhood violence could transform global prosperity.

A fictional nation with real economic lessons

The campaign spans social media, outdoor, television, and experiential channels across major markets including the USA, UK, Kenya, South Africa, Germany, and Argentina. A 60-second hero film features a fictional President of the 3rd Richest Nation addressing G20 leaders, celebrating her country’s prosperity before glitching out of existence — ending with the message: “This nation isn’t real. Its wealth could be.”

The film combines live action and VFX, with the President created using AI technology blending the likenesses of 14 survivors of childhood violence who helped shape the campaign’s message.

Immersive activations bring the 3RN concept to life

Alongside the film, the 3rd Richest Nation features hallmark elements of a genuine state — from embassy networks and tourism campaigns to a dedicated news channel.

Embassy Network: Survivor-advocates serve as ambassadors, equipped with branded materials to share the message at G20-affiliated events.

3RN News: A fictional news channel posts daily stories highlighting the economic benefits of ending childhood violence.

Tourism Campaign: Posters and OOH activations evoke vintage travel advertising, inviting the world to visit a utopian, child-safe nation.

Central London Activation: The AI President delivers a live address at The Outernet, one of the UK’s most visited cultural venues.

Digital Citizen Hub: Visitors can pledge to become honorary citizens at 3RN.org, supporting the movement’s call to action.

Violence prevention framed as an economic investment

The campaign is grounded in research by global child protection organisations showing that violence against children costs $7 trillion annually through public service expenses and lost productivity. Prevention programmes, meanwhile, can yield a return of up to $21 for every $1 invested.

Louis Lunts, Partner and Managing Director, cummins&partnersNYC: “The $7 trillion cost of childhood violence is one of those rare insights that gets the mind racing with big ideas. The 3rd Richest Nation may be fictional, but we expect it to become a very real force for change.”

Dr Daniela Ligiero, CEO, Together for Girls and founder, the Brave Movement: “Eradicating childhood violence isn’t just a moral imperative; it’s one of the greatest economic opportunities of our time. Through the 3rd Richest Nation campaign, we are telling world leaders that now is the time to invest in children, to ensure they can fulfil their potential and live free from violence.”

By reframing child protection as an economic issue, the Brave Movement aims to drive policy change at the upcoming G20 summit in South Africa. The campaign positions the prevention of childhood violence as a catalyst for economic growth — a call for global leaders to act not only out of conscience, but out of economic common sense.

www.bravemovement.org

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