We are often astounded by the amazing, selfless work that some people manage to do. Far too often, we complain about traffic and not getting what we wanted from the office canteen when there are those who come up against much bigger challenges during the course of a regular workday.

Our newest campaign for Médecins Sans Frontières/Doctors Without Borders (MSF) tells the story of the extraordinary work that their doctors do on a daily basis. MSF is an independent, international medical humanitarian organisation that provides medical assistance to people affected by armed conflict, epidemics, healthcare exclusion and disasters across the globe. Their doctors have to deal with some of the harshest conditions to deliver medical care to those who need it most in countries where the ratio of people to doctors is as little as 1 : 50 000

Featuring real-life field footage, the ad is inspired by the documentary, Living in Emergency (2008). Directed by Mark N Hopkins, it reveals the daily lives of four MSF volunteer doctors working in treacherous conditions within the Liberian and Congolese war zones.

In addition to this footage, Deepend editor, Daniel Mitchell, spent hours trawling through MSF archival footage to find the right scenes. The ad was revised several times to showcase all the MSF activities and get the perfect mix.

In its first week of flighting on DStv, SABC and eTV, MSF recruited 166 donors through the ad, which earned an Orchid in the Saturday Star. If you want to get involved, SMS the word “Join” to 41486 to make a monthly donation of R15. You can also find out more about the incredible work MSF does on their website or by following them.

Team Credits:

Executive Creative Director: Fran Luckin

Creative Director: Mariana O’Kelly

Art Director: Michelle McKenna

Copy Writers: Michelle McKenna, Taryn Scher

Editor: Daniel Mitchell (Deepend)

Producer: Lesley Roe

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