Médecins Sans Frontières (MSF) have teamed up with Ogilvy & Mather Asia Pacific to launch a new campaign in Hong Kong. MSF wished to raise awareness and support of their humanitarian initiatives. They wanted to do this not just by raising donations, but also by highlighting their mission that everyone deserves to have medical care no matter who they are and where they are from. The desire of the campaign is to show to the general public that the organization intervenes in any crisis is based solely on people’s needs – not political, economic, or religious interests.
The Campaign Concept
We spoke to Ogilvy & Mather Asia Pacific, who explained a bit abpout how they looked to approach the campaign:
“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.”
MSF also explained their thoughts behind the campaign: “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.”