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Charity Emergency Reflects on Painful Consequences of War Through Experienced Eyes

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Film from The Family and Ogilvy tells the heart breaking story of a family separated by war

Charity Emergency Reflects on Painful Consequences of War Through Experienced Eyes

Just like every year, Emergency is back with Ogilvy with a wish for the new year, with an entire operation dedicated to a very relevant topic: the necessity to abolish war, wherever it may be. 

The message ‘Let’s make 2022 a year of peace, not war’ took life with a video distributed on the brand’s social media on a global level, and an outdoor campaign that was aired on 100 out of home spaces covering all underground stations in Milan, and had the victims of war and their experiences as protagonists. 

The video narrates the tough choice of a mother, in a country hit by war. The story starts just like any other day, with the girl getting ready to go to school, but ends with an unexpected finale: a painful separation, just like the ones that many people around the world are forced to experience everyday. 

Meanwhile, the out of home campaign stars the portraits of war victims by Giles Duley and Sibomana, with their wishes for a future without war, with messages like “Peace is not only the end of war, it’s the beginning of life”, “Only in a wrong world someone can say a war is right” “The opposite of war is not peace, it’s life” “War makes prisoners, peace makes free people”.

In fact, 82.4 million people worldwide had to leave their homes, families and lives, due to persecution, war, violence, or human rights violations.

Here’s why Emergency’s wish for 2022 is for a year without war, because quoting Gino Strada, the founder of Emergency, “War should be considered as a problem to solve, not as our destiny”.

“We are proud to air this campaign for Emergency every year - says Giuseppe Mastromatteo, chief creative officer – because it’s an honour for us to tell such universal, relevant and human stories, but most of all to support Emergency, its actions, and the immortal legacy of Gino Strada.”

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Creative Agency: Ogilvy

Chief Creative Officer: Giuseppe Mastromatteo

Creative Directors: Lavinia Francia, Francesco Basile

Creative Team: Beatrice Pettinelli, Alessandro Pomé, Antonio Mitra, Caterina Berti, Francesco Fiscone, Francesca Iaci, Giulia Pronino, Giulia Oliva, Giulia Gentile, Marco Raponi

Account Team: Federica Mosele, Arianna Nicoli

Print Producer: Milena Sirtori


Media Agency: GroupM

Media Team: Rossana Rugginenti, Carlo Grillo

OOH Communication: IGP Decaux

OOH Team: Filippo Gullì, Valentina Codari


Cdp: The Family Film, Milan

Executive Producer: Lorenzo Ulivieri

Producer: Federica Dordoni

Junior Producer: Raffaele Fusco

UPM: Federico Luiselli

Coordinator: Micol Lupi

Post Production Producer: Barbara Calicchio


Director: Igor Borghi

DoP: Giacomo Frittelli

Art Department: Fabienne Arzul

Stylist: Silvia Capra

First A.D.: Inigo Placido

Second Assistant: Lisa Valcarenghi

Third Assistant: Valeria Viganò

Editor: Lorenzo Colugnati

Original Music: Enzo Casucci

Sound Fx: Giuseppe Catalano

Online: Iggy Post

Genres: People, Storytelling

Categories: Charity, Corporate, Social and PSAs

The Family, Wed, 05 Jan 2022 17:13:00 GMT