“One of our doctors is treating a 5-year-old boy.
Militia have just raped his two sisters.
Then clubbed his parents to death.
We can’t operate without your help.
Heartbreaking video with bad copy. The call to action doesn’t have any connection with the rape and murder. But who cares, every viewer understands immediate help is necessary.
Update: MSF UK loves to read your comments about this advert. Does it work for you? How does it make you feel? You can give your comment here on Osocio or on this page at the MSF website.
Médecins Sans Frontières UK
McCann Erickson London, UK
Creative Directors: Brian Fraser, Simon Learman, Matt Crabtree, Simon Hepton
Art Director: Simon Hepton
Copywriter: Matt Crabtree
Photographer: Robert Wilson
Production company: McCann Erickson/Framestore/Eardrum
Media: Phil Tattersall, Alice Pott