A global health crisis needed a number people could not ignore.
- Campaign Concepting
- Copywriting
- Creative Direction
- Integrated Asset Development
- Brand Anthem Video
- Print & Digital Collateral
- Field Campaign Materials
- Clarified the urgency of a global surgical safety gap
- Made the need for pulse oximetry simple, visual and actionable
- Equipped Lifebox with assets across awareness, response and field use
Launched in 2011 by four of the world’s leading medical organizations, Lifebox is the only NGO whose primary focus is promoting safer surgery in low-resource countries.
In operating rooms without access to basic monitoring technology, surgery becomes far more dangerous than it should be. Lifebox needed a campaign that could make this gap visible, urgent and impossible to dismiss.
The challenge was to translate a global surgical safety issue into a clear call to action: help bring a basic, life-saving tool to operating rooms that needed it most.
Make zero the hero.
The campaign used zero as both a number and a symbol: the number of operating rooms Lifebox wanted to leave without access to pulse oximetry, and the visual mark that made the mission instantly recognizable.
Field materials moved people from awareness to action.
Web banners made the message unfold.
