Every second counts in the winter appeal from MSF
Humanitarian medical aid charity, Médecins Sans Frontières (MSF), today launches its new winter appeal with the TV ad ‘Seconds Save Lives’. MSF is an international humanitarian organization providing medical care where it is needed most – to people affected by conflict, epidemics, disasters or exclusion from healthcare. Created by krow, and ending with the strapline, “Every Second Counts. You can buy us vital time”, the 60-second spot focuses on trauma care in conflict zones, where every second that passes can be the difference between life or death and providing critical care at the very moment it’s needed is crucial.
This ad uses reportage-style films capturing a first-hand account from MSF spokesperson, Dr Javid Abdelmoneim, a doctor who has worked across multiple conflicts, alongside real-life footage from conflict zones. Using a shutter-style effect and composed music to build on the idea of urgency, the film emphasises that every second that passes is truly critical, urging people to support MSF and the important work they do.
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