"We can be selfish, cruel, intolerant, arrogant...
However, in a situation of extreme urgency,
the only one able of saving a human being is
another human being".
"Human Being Saves Lives" rescues the importance of commitment to those most in need and underlines the fundamental principle that promotes all humanitarian action: the ability of human being to save lives.
One concept -Human Being- with a double meaning: on the one hand 'the human being', imperfect by nature and characterized by a number of inherent flaws that, somehow, make him what it is (human). And on the other hand, the quality that makes him someone really essential: ‘being human’ as the positive and supportive behavior in which MSF’s work and the universal humanitarian movement are based.
This campaign is a celebration of the human condition and an enhancement of the enormous capacity we have to help those whose lives are threatened.
However, in a situation of extreme urgency,
the only one able of saving a human being is
another human being".
"Human Being Saves Lives" rescues the importance of commitment to those most in need and underlines the fundamental principle that promotes all humanitarian action: the ability of human being to save lives.
One concept -Human Being- with a double meaning: on the one hand 'the human being', imperfect by nature and characterized by a number of inherent flaws that, somehow, make him what it is (human). And on the other hand, the quality that makes him someone really essential: ‘being human’ as the positive and supportive behavior in which MSF’s work and the universal humanitarian movement are based.
This campaign is a celebration of the human condition and an enhancement of the enormous capacity we have to help those whose lives are threatened.
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“Podemos ser egoístas, crueles, intolerantes,
soberbios… Sin embargo, en una situación de
extrema urgencia, lo único capaz de salvar a un
ser humano es otro ser humano".
La campaña “Ser Humano Salva Vidas” rescata la importancia del compromiso con las personas más necesitadas y subraya el principio fundamental que mueve toda acción humanitaria: la capacidad del ser humano para salvar vidas.
Un concepto, ‘ser humano’, con una doble lectura: por un lado, ‘el ser humano’, imperfecto por naturaleza y con una serie de defectos inherentes que, de alguna forma, lo convierten en lo que es (humano). Y por otro lado, la cualidad que hace de él alguien realmente esencial: ser humano (conducta positiva y solidaria en la que se fundamenta la labor de MSF y el movimiento humanitario universal).
Esta campaña es una exaltación de la condición humana y una puesta en valor de la enorme capacidad que tenemos para ayudar a aquellos cuya vida está amenazada.
Creative Director
Jorge Martínez
Copywriter
Joaquín Prior
Graphic Designer
Cristóbal Sánchez
Agency
Germinal Comunicación
