Médecins Sans Frontières and Ogilvy & Mather launch new brand campaign in Hong Kong

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MSF_print01_2990x1500-01.jpgMédecins 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.

MSF Tram Station-4.jpgMSF Tram Station-23.jpgMSF Tram Station-5.jpgThe 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.’

 

Martyn Broughton, Director of Communications, Médecins Sans Frontières / Doctors Without Borders (MSF) – Hong Kong said, “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.”

 

Credits –

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