Emergency - EMERGENCY and Ogilvy invite everyone to consider the real meaning of the word “emergency”.

“There is no peace today”. “It’s a long shot”. “Today is going to be a bloodbath”.

How many times do we use war related expressions to describe an intense work situation, even though it’s not connected to war?

This is the starting point of the new EMERGENCY campaign, an Italian NGO providing free medical healthcare to victims of war, famine and poverty, who in order to celebrate its 30 years of activity wants to remind everyone that war and life threatening emergencies are a daily experience for millions of people around the world.

The most commonly used expression help reveal the real meaning of the word “emergency” for all the people who are living in war zones. A reminder for everyone to consider how close war can be, and how devastating its consequences can be on people’s lives: because for Emergency, the real emergency should be abolishing war, once and for all.

The campaign aired on the brand’s social media and outdoor campaigns in the major Italian cities.

“Emergency’s biggest challenge it to create an emotional bond with something that looks very distant, such as war– says Giuseppe Mastromatteo, President & Chief Creative Officer of Ogilvy Italia – a challenge made even harder by a panormaa where people’s attention span gets closer and closer everyday, and thus a challenge we like to accept looking inside people’s daily behaviors and language some new hooks to bring such a huge topic back to the conversation.”