PARIS – Médecins Sans Frontières (MSF) needed to raise awareness and support of their humanitarian initiatives. Not just by raising donations, but also by supporting their mission that everyone deserves to have medical care no matter who they are and where they are from. How the organization intervenes in any crisis is based solely on people’s needs – not political, economic, or religious interests.
THE CAMPAIGN CONCEPT:
The campaign motif aims to demonstrate that we do not choose between different groups of people on the basis of whether they are perceived as ‘good’ or ‘bad’, deserving or not. We judge only whether they have unmet medical needs.
We created a simple while intriguing concept to draw people’s attention to MSF’s unique mission. A stretcher with a wounded civilian on top and a wounded soldier on the other side smartly demonstrates MSF’s persistence to respect everyone’s life – WE TAKE NO SIDE WHEN SAVING LIVES.
“This is our biggest thematic advertising campaign in recent years. We are trying to share MSF values with the Hong Kong public, saying that everyone deserves to have medical care no matter who they are, where they are from, what their religious or political beliefs are, or even which side they are fighting for. The concept from Ogilvy grasped that and added some sharp copywriting that will help us to gain support for the essentials of neutral and independent humanitarian action.”
Director of Communications
Médecins Sans Frontières / Doctors Without Borders (MSF) – Hong Kong
OTHER EXECUTIONS / KEY VISUALS
Chief Creative Officer: Reed Collins
Creative Director: Buji Ng, Helen Sham
Copywriter: Buji Ng, Kerwin Choy
Art director: Helen Sham, Huey Wong
Account Service: Lisa Ip, Rachel Tsui
Producer: Jacqueline Ho
Project Manager: Jennifer To
Photographer: Ringo Tang
Retoucher: Cream Studios