The MSF campaign, pictured above, struck me as one taking a positive step in the direction away from the old-style aid-appeal. By consciously (and perhaps even courageously) employing stereotypically “Western”-looking models, the campaign is responding to the accusations of essentialism, Orentialism, and infantilism. Instead of images of emaciated, brown skinned, ghost-like figures, this campaign seems to be straying from the norm, attempting something more original.
I was referred to this ad campaign by Picturing Humanitarian Healthcare co-editor Philippe Calain. As I opened up the file with its set of MSF posters, I felt my stomach harden and my chest grow tight. I imagine most persons will have a visceral response to this campaign featuring sutures formed into words and symbols on torsos. It is also probably not accidental that the bodies that form the ‘canvases’ of this campaign are white given the campaign’s intended French speaking and European audience. Was I myself sickened? Outraged? No. The images are hard to look at and shocking. They are also, in my view, highly effective in promoting the intrinsic ethical value of MSF’s work.
