Médecins Sans Frontières 'boy' by McCann Erickson London

4.8 4 Votes

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. 

Share On:



Polly Markandya, interim head of communications; James Kliffen, head of fundraising, Medecins Sans Frontieres

To communicate the challenges facing MSF's aid work in a way that avoided the problem of ‘charity fatigue': immunity to the conventions of charity advertising.

Matt Crabtree

Art director
Simon Hepton

Media agency
Universal McCann

Media planner
Phil Tattersall, Alice Pott

Production Company
McCann Erickson/Framestore



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Related News

Medicins Sans Frontieres 'darkness' by McCann Erickson

Medicins Sans Frontieres 'darkness' by McCann Erickson

McCann Erickson has turned the lights off in its latest poster campaign for the aid charity Medicins Sans Frontieres.