Third Richest Nation

At the G20, it was economics over moral arguments that was going to move leaders. So, when the brief was ending violence against children, we reframed the problem in language that was going to cut through. Childhood violence costs the world $7 trillion a year, enough to rank as the third largest GDP on earth. So, we built that country. The Third Richest Nation was a fictional state run as a real campaign with a president, 3RN News, a tourism campaign, full embassy kit, high-profile ambassadors, and 3RN.org as the citizenship hub. Every element managed in step to hold the fiction together across press, policymakers, and public. The campaign earned 40 million views, drove 42,000 honorary citizens, and for the first time in G20 history, children's issues were formally recognized as a standalone engagement group with an all-Africa continental declaration citing the Third Richest Nation by name.