Doctors of the World: #MakeAChildCry

Noone likes to see a child cry.

Yet, DDB Paris’s latest campaign is just that - several shots of young children tearing up.

Created for Doctors of the World - a volunteer organisation that provides medical assistance to under-priviledged countries – the campaign, helmed by Achim Lippoth, uses shock tactics to play on the viewer’s emotions and encourage them to #MakeAChildCry.

But as the camera spans out, the viewer releases that while the child is crying, the child is actually being very brave and receiving life-saving treatments.

The campaign urges viewers to raise awareness of the four million children around the world who die from curable diseases and to donate to the organisation.