The year was 2025, and the G20 only wanted to talk economics. So Together for Girls decided to meet them there.

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Childhood violence costs the world $7 trillion a year — enough to rank as the third richest nation on earth. So we built that nation. A president, a news network, passports, even a tourism campaign. 

The campaign generated 40 million organic views, engaged policymakers across all G20 nations, and for the first time in G20 history, children's issues were formally recognised as a standalone engagement group at the Summit. All on a pro bono budget, with no media spend.

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I led the creative concept at Cummins & Partners NYC, where the idea was originated and sold to the client.

My role was Creative Direction at concept stage, when the idea was born, pitched, and promptly greenlit, before being carried through to production by the cummins & partners nyc team.

Credits

Client: Brave Movement and Together for Girls • Agency: Cummins & Partners NYC Chief Creative Officer: Sean Cummins • Campaign Design Lead: Joel Orlandini • Art Director: Hali Pollard • Digital Lead: Julian Breheny • Group Account Director: Madeleine Burrell • Managing Director: Louis Lunts