Medical Aid for Palestinians (MAP) asked us to create a campaign that would cut through audience fatigue and bring renewed attention to the devastating impact of Israeli military attacks on Gaza’s healthcare system.
The strategic challenge was to highlight the scale of this injustice in a way that felt urgent and deeply human: amplifying the voices and stories of those most affected while avoiding sensationalism. At the same time, the campaign needed to reflect MAP’s consistent, on-the-ground response and remind audiences of their role in working towards a just and healthy future for Palestinians.