Creative Gallery on Sustainability Communications


"100 People" For The United Nations
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Description / Synopsis

The film represents the world's population as consisting of 100 people. By doing this, the stage is set for hard-hitting comparisons to be drawn. For example: "20 people would have one or more televisions at home. 17 wouldn't even have a home".


From an individual point of view, the issue of poverty is too abstract to grasp in terms of how we as individuals can make a difference.


By reducing the issue down to its lowest common denominator, there is no shying away from the fact that poverty is a wide-spread and diverse condition, albeit for the first time it is wihtin our reach to eradicate. The commercial refers to 20 of these 100 people who control 90% of the wold's wealth and the simple fact that these 20 people are the first generation that have the means to end poverty with 0.2% of their income. It is this tangible call to action that defines the commercial. As an individual you feel empowered, despite the enormity of the problem. This is the key to the communication.

Title"100 People"
AgencyTBWA\Neboko Campaign
AdvertiserThe United Nations
Brand NameUnited Nations Development Programme
Product NameEradication of Poverty
Sustainability Themes Poverty
Date of First Publication 30/12/2000
Country of ProductionNetherlands
TaglineHelp halve povery by 2015.
Length60 seconds
Awards -Cannes Lions - International Advertising Festival, 2001 (Gold Lion) for Public Awareness Messages
-Eurobest, 2001 (Winner) for TV/Cinema
-The New York Festivals - TV Cinema & Radio Advertising Awards, 2001 (Gold WorldMedal) for Craft & Technique: Best Copywriting
Agency Producer: Ronald Milton
Art Director: Diederick Hillenius
Copywriter: Poppe Van pelt
Director: Matthijs Van heijningen
Editor: Mark Kubbinga ,  Efraim Gons
Engineer: Mark Kubbinga
Music Company / Composer: Marcel Walvisch
Production Company Producer: Saskia Kok