Sra Rushmore has just launched its second project for the International Committee of the Red Cross, titled “Hope”, a global campaign focused on attacks on hospitals and healthcare workers, which are a daily occurrence in areas of armed conflict.
The Madrid agency has created a spot that tells the story of Raya, a girl who indirectly becomes a victim of this type of attack. It’s a powerful film shot in Beirut by British director James Rouse, winner of awards at over 150 international advertising festivals.
The objective of this campaign, which will be seen all over the world, is to raise awareness about attacks that occur every day in hundreds of places, where the victims are not only healthcare personnel, but also entire civilian populations that die, are maimed, or fall fatally ill after being deprived of doctors and health centres where they otherwise would have sought care.
This is why the International Committee of the Red Cross wants to make this cause more visible, raising awareness and including as many people in the conversation as possible, in order to influence those responsible for actions taking place in wars so that they can adopt measures to avoid these types of attacks.
The International Committee of the Red Cross is a neutral and independent organization that offers protection and humanitarian assistance to victims of armed conflicts and other violent situations. Moreover, they respond to emergencies and natural disasters in war zones and promote respect for—and the application of— international humanitarian law.
Sra Rushmore told us why they believe this is so important: “Every day in conflict areas, hospitals and healthcare personnel are attacked. The victims are not only healthcare personnel, but also entire civilian populations are killed or maimed, or fall fatally ill after being deprived of doctors and health centres where they otherwise would have sought care.
The International Committee of the Red Cross is working to make this cause more visible. The idea is very clear: each time there is an attack on a hospital, it is not only ending the lives of hundreds of doctors and hospital personnel; it is also ending the lives off all of the people who live in the area who cannot be attended to.
We created a piece that generates a strong emotional connection with the viewer. We didn’t want people to receive this message from an outsider’s POV, from the position of someone who feels this could never happen to them. That’s why we relate a story that is instantly familiar and empathetic: a parent driving his sick child to the hospital.”