MSF puts people first in new HK campaign by Ogilvy

Given the various humanitarian crises around the world at the moment, it’s clear that raising awareness of organisations such as Médecins Sans Frontières (MSF) is a necessity. Sending doctors into the world’s most desperate, war-torn places to provide critical care is a noble and inspiring cause, Ad Nut thinks, and more people need to know about it.

This is the driver behind MSF’s latest brand campaign in Hong Kong, created by Ogilvy Asia. It is based on a foundation that is at the heart of what MSF does: impartiality. No matter who they are, where they’re from, which side they are on, MSF believes that everyone deserves medical care.

Thus the latest outdoor campaign, featuring in tram stops and MTR stations across Hong Kong, shows a stretcher with a wounded civilian on top, and then a wounded soldier underneath. A simple but stark visual portrait of MSF’s mission: saving lives without taking sides.

"This is our biggest thematic advertising campaign in recent years,” Martyn Broughton, director of communications at MSF Hong Kong, said in a release. “We are trying to share MSF values with the Hong Kong public, saying that everyone deserves to have medical care. 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.”

The idea is simple, but in an industry that talks about the value of authenticity, Ad Nut feels a striking visual that offers a no-frills look at what some amazing people are doing to help others will likely connect with people, who may then (hopefully) pull out their wallets. 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.