Médecins Sans Frontières 'boy' by McCann Erickson London

Médecins Sans Frontières (MSF) is highlighting the work of its front-line doctors in a new cinema campaign created by McCann Erickson London.

The impactful spot focuses on a run down concrete house in a desolate landscape. The sound of a crying child is heard throughout the ad, which explains the horrific circumstances that have caused the child's grief.

Pearl & Dean and Viacom have donated media slots for the ad which will be running in Cinemas nationwide from the 6th August.