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Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Digital / 2015

South Africa faces many socioeconomic problems. As a result, there are over 150,000 NGOs constantly seeking help. Médecins Sans Frontières (Doctors Without Borders) had to compel a nation so caught up in their own issues to help an organisation that deals with global problems. To communicate the difficult decisions MSF field workers are faced with on a daily basis, TBWA\Hunt\Lascaris used the common hashtag #ToughDecision, through which people tweet comparatively trivial issues. They responded directly to tweets from two South African celebrities with hard-hitting clips to start a conversation with them and their followers. Then, MSF doctors shared their real life #ToughDecisions online. Once the media caught on, the campaign developed a life of its own, showing South Africans that problems don't have borders, and neither should helping others.

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