Spanish agency Sra. Rushmore has just launched its second project for the International Committee of the Red Cross. Entitled ‘Hope’, it’s a global campaign focused on attacks on hospitals and healthcare workers, which are a daily occurrence in areas of armed conflict.
Shot in several localisations around Beirut, Lebanon, during two days, this spot tells the story of Raya, a girl who indirectly becomes a victim of this type of attack. This powerful film has been produced by Blur Films under the direction British director James Rouse, winner of over 150 awards at several international advertising festivals, and Alexandre Melman under the Direction of Photography.
The aim of this campaign, which will be shown in many cities, is to raise awareness about attacks that occur every day in hundreds of places, where the victims are not only healthcare personnel, but also entire civilian populations that die, are maimed, or fall fatally ill after being deprived of doctors and health centres where they otherwise would have sought care.
This is why the International Committee of the Red Cross wants to make this cause more visible, raising awareness and including as many people in the conversation as possible, in order to influence those responsible for actions taking place in wars so that they can adopt measures to avoid these types of attacks.
The International Committee of the Red Cross is a neutral and independent organisation that offers protection and humanitarian assistance to victims of armed conflicts and other violent situations. Moreover, they respond to emergencies and natural disasters in war zones and promote respect for—and the application of—international humanitarian law.