ICRC & VML call world leaders to action

Humanitarian law of war is flouted daily while saving countless lives. At the 34th International Red Cross and Red Crescent Conference in Geneva (October 28-31, 2024), the International Committee of the Red Cross (ICRC) and VML are therefore sounding the alarm to state and government leaders: respect the law of war. ​ 

To emphasize the urgency of this message, VML developed 6 gripping mini documentaries in collaboration with ICRC. In them, victims from various conflict zones recount the devastating impact of violations of humanitarian law of war on their lives. ​ 

These films will be shown during the conference in a special dark room, where world leaders can literally look themselves in the eye after seeing the footage. ​ ​ 

In this way, they confront themselves with the question: am I doing enough? Also during one of the plenary sessions, ICRC will show a compilation documentary. In it, the results of a survey on the ICRC website will also appear. The organization called on citizens around the world to make their voices heard on the 4 main themes of humanitarian law of war: the protection of families, civilians and detainees, and the enforcement of the law of war. 

The conference coincides with the 75th anniversary of humanitarian law of war, giving added weight to ICRC and VML's appeal. The campaign is supported by a social media campaign, put out by the global network of Red Cross and Red Crescent volunteers, featuring the most poignant images from the mini-documentaries. ​ 

The goal is clear: to reawaken world leaders and urge them to take concrete action to ensure compliance with humanitarian law of war. Because in love and war, maybe not everything is permissible, but right now it seems that way. 

RESPECT THE RULES OF WAR

War without limits means suffering without end. And even war has rules. 75 years ago, all nations around the world adopted the Geneva Conventions to protect the vulnerable during armed conflicts.

International Committee of the Red Cross

CREDITS 

Client: ICRC
​Client contact: Juliette Ebele ​
​Agency: VML ​
​Chief Creative Officer: Klaartje Galle ​
​Executive Creative Directors: Kasper Janssens & Arjen Tarras
​Creation: Debby De Ridder, Jorrit Michiels, Jasper Verleije, Sarah Huysmans ​ ​
​Account team: Annelien Theys, Sarah Savoir ​
​Design: Samuel Allemand
​Strategy: Vincent Joris, Marco Matassa ​ ​
​Copy: Joeri Quinet ​
​DTP: Anja Van den Broeck, Jan-Bart Debruyne, Theo Hagtingius ​
​Agency Production: Thomas Antoni ​
​Motion Design: Andreas De Ridder, Jeremie Mavanga
​Sound Design: Menno Van Riet
​Production: VML, Pixmix, The Others