MSF emphasises the vital need to keep our eyes open to global suffering

Echoing MSF’s original mission—relieving human suffering without discrimination, wherever it is found—the goal is to awaken collective consciousness to the urgency of action and to encourage public generosity.

We can all act, here and now

At MSF, our interventions are guided by the need for humanitarian assistance, not by the media attention given to the contexts in which we operate. We go where it hurts most, where our teams on the ground can make the most significant impact.

Using photographs taken by MSF photographers in various contexts, we highlight the living conditions and dangers faced by millions of people worldwide. The campaign slogans prompt reflection on our own ability to act by supporting a medical humanitarian emergency NGO that helps those most in need.

“In a world where military spending reaches nearly €2.3 trillion, conflicts multiply, and the UN reports that 733 million people faced hunger, our teams tirelessly provide essential medical services and critical humanitarian aid.

In Gaza, Sudan, Ukraine, and over 70 countries globally, we have delivered indispensable medical care to patients who, during crises, would otherwise have no access to it. Despite the shrinking humanitarian space, arbitrary blockades, and indiscriminate strikes that have at times affected our teams, our commitment remains steadfast.

Focusing on the escalation of armed conflicts and natural disasters

With a capitalized “LÀ” symbolically rooted at the heart of MSF’s operational contexts, this campaign underscores our commitment to assisting populations stripped of their most basic rights and possessions, without access to protection or healthcare.

These missions, often underrepresented, complement interventions in conflict zones, regardless of which side of the frontline they occur, as well as healthcare initiatives in contexts where populations are disproportionately affected by natural disasters.

A 360° campaign

Designed by the communication agency Les Présidents for the entire MSF movement, the first phase of this 360° communication campaign was awarded the “Best Brand Content of 2022” prize at the Luxembourg Marketing & Communication Awards.

In 2024, new visuals and slogans for the final phase of this campaign will appear at Luxembourg train stations, bus shelters, shopping centers, in the press, and online.

This year, MSF Luxembourg is incorporating an innovative way to donate into the campaign: by symbolically sending an emergency package to where needs are most urgent. Through a dedicated online platform, MSF enables donors to choose and personalize an emergency package, representing the vital materials MSF uses in its medical and humanitarian operations.

Donors: the driving force of humanitarian action

For over 50 years, MSF has adapted to respond to various crises, conflicts, epidemics, and climate-related disasters faced by its teams. The organization relies on its presence in 74 countries, strong expertise in local contexts, and an efficient logistics system that enables teams and materials to be deployed and operational within 72 hours. None of this would be possible without the humanity and generosity of millions of donors worldwide.