Pack a Hospital.
Save a Life
This project explored how strategic communication can transform a humanitarian mission into a lived experience. Inspired by the Doctors Without Borders Runaway Bag, a compact kit carrying life-saving medical tools, the campaign was designed to resonate with younger audiences in the UK by connecting a familiar object with extraordinary impact.
Disclaimer: Concept campaign created as part of an academic project. Not affiliated with or endorsed by Doctors Without Borders.
The work was conceived, researched, and executed in full, combining a multichannel strategy across physical and digital spaces:
Billboard campaign to establish strong visibility in public space.
Pop-up event in London inviting participants to “pack a backpack, save a life,” translating DWB’s mission into an interactive experience.
Dedicated campaign website, designed and built to extend the message online and provide opportunities for deeper engagement.
Grounded in behavioural and communication insights, the backpack functioned as a nudge, reframing an everyday object as a symbol of humanitarian action. The campaign’s multi-sensory approach leveraged empathy, participation, and storytelling to bridge distance between audiences and DWB’s work.
The project was awarded a First Class Honours and demonstrated how evidence-based communication and public engagement strategies can amplify humanitarian causes, showing the power of design, storytelling, and strategic execution in shaping meaningful engagement.
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