TBWA\Hunt\Lascaris Makes #ToughDecisions for MSF

#ToughDecisions is a visibility campaign which employs TV commercials and social media to capture South Africans’ attention and puts them in the position of MSF medics on the frontlines where life and death decisions have to be made in a split second. 

Because #ToughDecisions contrasts MSF medics’ tough choices in the field with the more mundane choices we have in everyday life TBWA hopes to start a conversation with South Africans through Twitter and Facebook about the decision to donate insupport of MSF’s work.

With #ToughDecisions MSF will also introduce the Southern African fieldworkers whose commitment and courage is tested in some of the most volatile and hardest places in the world where they hope to bring life-saving medical care when it is needed most.

 #ToughDecisions is about individuals connecting with the people of MSF to make an immediate difference.

Very few South Africans are aware and involved in supporting humanitarian work internationally. In surveys MSF SA undertook in 2009, 2011 and 2013 only about 50% of adults in 7 metropolitan areas could identify at least one organisation providing international humanitarian assistance. 

TBWA\Hunt\Lascaris hopes to make South Africans more aware of medical humanitarian work and how they can help save lives bysupporting MSF with donations.

MSF hopes to recruit 10,000 new regular donors through the campaign help ensure our medical humanitarian work remains independent, impartial and neutral and delivered to people who need it most when they are caught in crises.

With #ToughDecisions MSF wants to connect with South Africans, show the breadth of our medical humanitarian work, be transparent about the difficulties of our work and put a face to the people who make it all possible: fieldworkers and donors.