Print ad: Médecins Sans Frontières (MSF): Tram Station

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Médecins Sans Frontières (MSF) needed to raise awareness and support of their humanitarian initiatives. Not just by raising donations, but also by supporting their mission that everyone deserves to have medical care no matter who they are and where they are from. How the organization intervenes in any crisis is based solely on people's needs - not political, economic, or religious interests. The campaign motif aims to demonstrate that we do not choose between different groups of people on the basis of whether they are perceived as 'good' or 'bad', deserving or not. We judge only whether they have unmet medical needs. We created a simple while intriguing concept to draw people's attention to MSF's unique mission. A stretcher with a wounded civilian on top and a wounded soldier on the other side smartly demonstrates MSF's persistence to respect everyone's life - 'We take no side when saving lives.'