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

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

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.