doctors without borders - an easy choice

When time are hard.
Some choices become
extremely easy.

The world is a hard place to navigate. Especially when wars, crises and catastrophies keep happening all over, and over and over. When these situations occur, Doctors Without Borders respond with emergency medical aid. Their mission, and our choice is ultimately very easy. To save lives. Together with Doctors Without Borders, anyone of us can help do that.

“We want to show that our staff are faced with tough decisions around the world every day. No one claims that it is inherently easy. However, it IS easy as a donor to be a fundamental part of our work to save lives and alleviate distress.”

– Tove Olin | Marketing Manager MSF Sweden

An Easy Choice, for shoppers.

To get press interested in, and help spread our new message. We decided to create a very unusual type of pop-up shop on Stureplan, one of the most busy shopping areas in Stockholm. A shop completely void of things to buy. A shop that gives you but one choice, an easy choice, to help save lives.

Blackout Prints.

To cut through the constant barrage of imagery coming from warzones, catastrophies and crises across the globe. We chose to make our message as up front and blunt as possible. Copy on black backgrounds that stand out and create a different look and feel compared to most of the other aid organizations out there.

Behind the scenes.

Together with ACNE FILM and director Daniel Wårdh we carefully crafted situations and environments that would give people a bit of insight into the work of Doctors Without Borders.