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Walk of War

LäKARE UTAN GRäNSER, Stockholm / DOCTORS WITHOUT BORDERS / 2021

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Overview

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Overview

Background

Sweden is one of the safest countries in the world, with no conflicts or wars for over 200 years. With this campaign, Doctors Without Borders, wanted Swedes to reflect on what it’s like not to be able to take a short walk to school or go to work without risking your life.

Idea

WALK OF WAR "I krig går ingen säker" The literal translation would be: Nobody walks safely in war, which in part is a common saying in Swedish. The idea was to point out the absurd differences in lives led between the common swede and a person living through war. In Sweden we have "safe walkways" marked with symbols to protect pedestrians from bikes. In other parts of the world, every step you take means risking your life. To visualize this grim comparison decals were placed on popular walkways next to pedestrian symbols that had been naturally worn down in a way that made the illustrated adult and child look like they had injuries of war. The decals pointed this out and gave the symbols a new darker meaning, making people stop and reflect on their life while reminding them that they are in a position to help.

Strategy

The strategy was to activate the brand and its core message in a non-traditional way to reach the target group where they least expected it. The campaign aimed to get inner-city people in Stockholm to stop and reflect on the security and simple privileges that we take for granted in Sweden. The signs also encouraged people to help, by donating money to the organization. In order to help Doctors Without Borders continue to be present around the world, where they are most needed.

Execution

6 decals were placed on 6 different popular walkways around the city of Stockholm for the duration of 1 week. Between 29th of Oct 2020 - 6th of Nov 2020.

Outcome

The campaign was picked up by local media and different news outlets and the decals were shared and discussed on social media. Internally the campaign was also celebrated by Doctors Without Borders and their associates. No actual campaign data was measured.

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