MEDECINS SAND FRONTIERES - TOUGH DECISIONS
Client: Médecins Sans Frontières South Africa
Product: Médecins Sans Frontières Awareness & Donations Campaign
Media: Social / Digital
Year: 2015
Role: Chief Creative Officer & Creative Director
South Africa faces many socioeconomic problems. As a result, there are over 150,000 NGOs constantly seeking help. Médecins Sans Frontières (Doctors Without Borders) had to compel a nation so caught up in their own issues to help an organisation that deals with global problems. To communicate the difficult decisions MSF field workers are faced with on a daily basis, TBWA\Hunt\Lascaris used the common hashtag #ToughDecision, through which people tweet comparatively trivial issues. They responded directly to tweets from two South African celebrities with hard-hitting clips to start a conversation with them and their followers. Then, MSF doctors shared their real life #ToughDecisions online. Once the media caught on, the campaign developed a life of its own, showing South Africans that problems don't have borders, and neither should helping others.

1 x Shortlist

1 x D&AD Wood Pencil

1 x One Show Merit

6 x Loerie Shortlists
Case Study