EMERGENCY is an independent and neutral international organization that provides free, high-quality medical and surgical care to victims of war, landmines and poverty. Oglivy Milan is the Italian office of the international advertising agency founded by David Oglivy in 1948. For ten years they have been conducting an annual campaign to give voice, in a different way each time, to the victim of wars and its consequences.

This year's campaign, "365 Days", launched on the brand's social channels and on TV starting on December 30th. Beautifully shot and edited, the short films depict the lives of different people in different parts of the world, at first seemingly focused on living their days dedicated to their passions, families, and ideals.

"For instance," writes the agency, "we see a girl traveling, some young girls playing hide-and-seek, and two lovers kissing. Then, a twist reveals how war transforms the meaning of those moments. The girl, who seemed to be traveling, is revealed to be fleeing; the young girls weren't hiding to play, but from a soldier; the lovers were exchanging a farewell kiss."

Gino Strada, an Italian surgeon and founder of EMERGENCY, says, "War is not abolished by treaties, but by stimulating reflection and the culture of all."

ARTICLE: Emergency and Ogilvy Italy's '365 Days' Campaign Is A Wish for a 2025 Against War