Médicos Sin Fronteras

S.O.S. 72 hours to save lives

Activation

Mexico City

December 2023

Creativity, Social, Social Action

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Context

72 hours to save lives

Médicos Sin Fronteras is a non-governmental organization whose work, in more than 70 countries, is to provide medical, psychological, and humanitarian aid to the people who need it most in emergency situations and humanitarian crises. In just the past few months, MSF has provided assistance in the earthquake in Turkey, the armed conflict in Gaza, the floods in Thailand, and the migration crisis in Reynosa.

Objective

Raise awareness of the work of Médicos Sin Fronteras and encourage donations based on the organization’s global missions.

Challenge

The Idea

How could we draw attention to MSF’s vital work? How could we break down the greatest border of all: indifference?

By playing.

Paradoxically, the solution for addressing such a serious topic was to create a direct and simple experience. With the support of learning psychology techniques, we turned something complex into something simple. In our game, each challenge was accompanied by key data about real-life scenarios that Médicos Sin Fronteras members face day after day.

To officially launch the game, we brought it in a giant format to one of Mexico’s most important monuments: the Monument to the Revolution. We traveled more than 6,800 km to present it in Mexico City, Monterrey, Guadalajara, Puebla, and Morelia, getting more than 2,300 people to play it. The activity generated earned media through 173 articles and 30 interviews in local and national outlets.

We produced a detailed report to measure the carbon footprint of all the elements involved in producing and implementing this event. In line with our commitment to the environment, the goals of the 2030 Agenda, and the United Nations Global Compact, we offset this footprint 100% through reforestation certificates in the ejido of Hueyapan, Tulancingo, Hidalgo.

S.O.S. 72 hours to save lives