Our client, the International Committee of the Red Cross (ICRC) launched an awareness campaign against acts of violence towards hospitals and medical staff during armed conflicts. To do so, the ICRC chose the video format, for both the digital world and the cinema, as an ad played before the movie. These short spots are known to keep the attention and imprint the audience's memory.
The ICRC was founded in 1863 in Geneva, in order to provide humanitarian assistance to the victims of armed conflicts.
As if it were not difficult enough for the Red Cross to help civilian populations, its medical teams are often specifically targeted and attacked by parties who signed the Geneva Conventions! This video's goal is to raise awareness on these issues amongst the general population and governments. We designed the project through a partnership with director Benoit Yin. He directed the "football" shooting in Paris and integrated actual footage from the ICRC's archives for the second part of the video, showing the reality in the field.
This film is being broadcast Nationwide in Portugal from June 14 to July 4, 2018 in 46 cinemas, 336 screens, for a total of 53.595 projections.
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