Client: Medical Aid for Palestinians (MAP)

Medical Aid for Palestinians asked us to create a campaign that would cut through fatigue around images of conflict and highlight the devastating impact of Gaza’s collapsing healthcare system. The strategic challenge: show the crisis in a way that felt both urgent and human, avoiding sensationalism while giving voice to those most affected.

“I Know” is a single-shot film told through the eyes of a Palestinian doctor whose story reflects the experience of thousands.  Shot with raw authenticity and guided by real doctors and cultural advisors, the execution strips away artifice to place the UK public face-to-face with the reality of healthcare under attack.  The campaign launched online and across MAP’s channels, supported by PR and press, to raise awareness, galvanise support, and reaffirm healthcare as a human right.

Directed by Billy Boyd Cape at Academy.

RESULTS PENDING