Seconds Save Lives

News aversion is increasingly prevalent, with many people gravitating toward positive stories and tuning out of difficult global issues, especially at Christmas when there’s a desire to focus on joy and celebration. Yet, conflicts, violence, and unrest crises remain harsh realities in our world, demanding the crucial support of medical charities like Médecins Sans Frontières (MSF). In the run up to Christmas, when the market is saturated by charitable advertisements, how does MSF stand out and secure the vital donations needed to sustain its life-saving work in conflict zones around the world?