By Sra. Rushmore, Madrid, Spain

For International Committee of the Red Cross Brand #NotATarget

Winner in category Advertising

In subcategory Film

Project Description
Every day in hundreds of places, many hospitals and heatlhcare personnel are attacked, but 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.
The rules of war expressly prohibit violence against health care in conflict. Known as international Humanitarian Law these laws are designed to ensure that those who are injured or sick during an armed conflict have access to health care and that those who come to their aid are protected.
This is why the International Committee of the Red Cross, a neutral and independiente organization that offers protection and humanitarian assistance to victims of armed conflicts, 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.
Agency Solution
We wanted to create a piece that would generate a strong emotional connection with the viewer. We didn’t want people to watch the spot from an outsider’s point of view, from the position of someone who could never have this experience: “That only happens in countries at war, it doesn’t really affect my Western viewpoint”. That’s why we tell a story that is familiar and evokes empathy: a father driving his sick daughter to the hospital.
Everyone has lived through a similar situation. It causes people to reflect and put themselves in the shoes of those characters in the spot, asking themselves: What would happen if you got to the hospital only to discover that there were no longer a hospital?
We based our work on cinematographic elements from ac on and drama c genres in order to hook the viewer and pull them into the story. The script, the characters, the pacing, all are recognizable structural elements from these cinematographic genres.
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